How can market access foster a culture of learning and innovation in emerging markets?

Market access is the process of ensuring that patients can access safe, effective, and affordable health technologies. It is a complex and dynamic field that involves multiple stakeholders, such as regulators, payers, providers, and patients. Emerging markets are countries that have high economic growth potential but also face significant challenges, such as poverty, inequality, and infrastructure gaps. In this article, we will explore how market access can foster a culture of learning and innovation in emerging markets, and what are some of the best practices and opportunities for collaboration.

1 Understanding the context

The first step to achieving market access in emerging markets is to understand the context and needs of each country. Emerging markets are not a homogeneous group; they have different health systems, policies, priorities, and capacities. Therefore, market access strategies need to be tailored and adapted to the local context, taking into account the regulatory environment, the health technology assessment (HTA) processes, the reimbursement mechanisms, the health outcomes, and the patient preferences. Market access also requires a long-term perspective, as emerging markets are constantly evolving and changing.

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Reena Patel

Senior Strategic growth & marketing professional
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I also think the it’s important to understand why market access has taken the form it has, in order to navigate any potential barriers. Are there fundamental political, economic etc considerations?

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Arnaldo Bernardes Vieira

Gerente de Acesso / Market Access Manager
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No acesso ao mercado em países emergentes, como o Brasil, é crucial adaptar-se não apenas às regulamentações locais, mas também às características culturais e emocionais. Nestes mercados, a saúde é altamente regulamentada, com leis e critérios específicos. Além disso, fatores emocionais e de mídia frequentemente influenciam as decisões de saúde. Por exemplo, a cobertura midiática de certas doenças pode desencadear mudanças rápidas nas prioridades de saúde, afetando recursos e projetos em andamento. Este dinamismo requer uma abordagem flexível e atenta às necessidades e tendências locais. Os Profissionais precisam equilibrar racionalidade com sensibilidade aos aspectos emocionais e culturais que afetam as decisões de saúde locais.

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2 Building trust and relationships

The second step to achieving market access in emerging markets is to build trust and relationships with the key stakeholders. Market access is not a one-off transaction; it is a continuous dialogue and collaboration that requires mutual understanding, respect, and transparency. Stakeholders include not only the decision-makers, such as regulators and payers, but also the influencers, such as providers, patients, and civil society. Building trust and relationships can help to overcome barriers, identify opportunities, and create value for all parties.

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Reena Patel

Senior Strategic growth & marketing professional
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In addition to this, recognising local and cultural differences will help to build both trust and relationships. Have these nuisances ingrained themselves in their business practices?

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3 Leveraging data and evidence

The third step to achieving market access in emerging markets is to leverage data and evidence to support the value proposition of the health technology. Data and evidence can demonstrate the clinical, economic, and social benefits of the health technology, as well as its comparative advantage over existing alternatives. Data and evidence can also address the uncertainties and gaps that may exist in the market access process, such as the safety, efficacy, and cost-effectiveness of the health technology. Data and evidence can be generated from various sources, such as clinical trials, real-world studies, modelling, and patient-reported outcomes.

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Reena Patel

Senior Strategic growth & marketing professional
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I agree but, identifying any limitations in the data such as how it is collected or reported if decisions are based on them. Fragmented health systems often result in insufficient evidence and credible data.

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Kai Wai Lee

Market Access and Health Economics
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Harnessing data and evidence is crucial for achieving market access in emerging markets. We focus on demonstrating the clinical, economic, and social benefits of our health technology, emphasizing its superiority over existing alternatives. Addressing uncertainties like safety and cost-effectiveness through robust data from clinical trials and real-world studies is essential. We prioritize generating evidence from various sources to build a compelling value proposition. This data-driven approach strengthens our position by fostering trust and facilitating market adoption of our technology.

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4 Fostering learning and innovation

The fourth step to achieving market access in emerging markets is to foster a culture of learning and innovation that can enhance the market access outcomes. Learning and innovation can involve sharing best practices, exchanging knowledge, developing skills, and creating solutions. Learning and innovation can also enable the adaptation and optimization of the health technology to the local context, as well as the generation of new insights and evidence. Learning and innovation can be facilitated by various platforms and initiatives, such as partnerships, networks, forums, and workshops.

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5 Aligning incentives and values

The fifth step to achieving market access in emerging markets is to align the incentives and values of the different stakeholders. Market access is not only a technical process; it is also a political and ethical process that involves trade-offs, compromises, and negotiations. Therefore, market access strategies need to consider the incentives and values of the stakeholders, such as their goals, interests, preferences, and expectations. Market access also needs to balance the interests of the individual and the collective, as well as the short-term and the long-term.

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Kai Wai Lee

Market Access and Health Economics
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Achieving market access in emerging markets entails aligning the incentives and values of diverse stakeholders. It's not just a technical endeavor but also involves navigating political and ethical dimensions. We recognize the importance of understanding stakeholders' goals, interests, and expectations, ensuring our strategies resonate with their values. Balancing short-term gains with long-term objectives is crucial. This approach fosters trust, facilitates negotiations, and ultimately drives successful market access outcomes.

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6 Measuring and improving impact

The sixth and final step to achieving market access in emerging markets is to measure and improve the impact of the health technology. Impact can be defined as the difference that the health technology makes in improving the health and well-being of the patients and the population. Impact can be measured by various indicators, such as health outcomes, quality of life, access, affordability, equity, and sustainability. Impact can also be improved by monitoring, evaluating, and adjusting the market access strategies, as well as by scaling up and replicating the successful interventions.

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How can market access foster a culture of learning and innovation in emerging markets?

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1 Understanding the context

2 Building trust and relationships

3 Leveraging data and evidence

4 Fostering learning and innovation

5 Aligning incentives and values

6 Measuring and improving impact

Market Access

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