Decision-makers require highly accurate and comprehensive information. Market research is therefore a crucial part of the market access process - submissions can be successful (or not) based on the quality and strength of the data presented.
Market research can provide strong evidence about the target market and is often used to support health economic budget impact models. It can collect data about the needs and views of patients and physicians, and the direct and indirect costs of medical interventions. It can also provide answers to epidemiological and clinical practice questions, or market segments, such as the position of a new product within a patient and treatment flow. Various methods are used to gather information including focus groups, surveys and face-to-face in-depth interviews.
Before initiating any global or local market research, the needs and gaps of importance to payers and decision-makers should be defined. For the payer, the availability of structured research is vital because it will guide additional clinical development and/or market access activities. Sometimes an in-depth analysis of the economic and clinical burden of a disease can also assist authorities make decisions on which treatments to prioritise, ultimately leading to greater and faster access. To illustrate this point, reimbursement decision-making questions often consider issues such as age, technology and the current use of existing medications:
- Should we value care for the very sick or the very old more than what others do?
- How should we value technology that reduces interactions with doctors and caregivers?
- Are there reasons that help to explain the sub-optimal use of some medicines in practice?
Epidemiological data can often carry uncertainties, or specific data may be missing relevant to the medicine or technology under assessment. Questions to address areas of uncertainty need to be intelligent and well-structured to illicit the data required for budget impact calculations and managed entry agreements. Authorities and decision-makers may wish to know, for example:
- How many people are affected by a disease?
- How many people might benefit from a particular medicine?
- What is the value of the benefit?
- How often might the medicine be used once access is provided?
- How are patients treated today?
- What is the adherence to therapy?
- For how long do patients use certain therapies and at what dose?
Other qualitative research is also necessary to capture information on medical and social needs for new medicines, and finally, the patient perspective on the burden of disease can provide important information to decision-makers assessing a new medicine or technology.
In addition to a smart clinical trial program
HCC believes that quality market research is fundamental to being able to demonstrate the value of a proposition to payers and decision-makers. For this reason, our dedicated and internationally experienced team places significant emphasis on tailoring market research to each project. With HCC market research, you can be confident that the right data is collected, analysed and prepared to support all market access requirements.