Market access: 8 C´s

This diamond is embedded in an environment that is governed by elements like current competitors, competitor pipelines, substitutes and current and future circumstances. For example, government health care budget deficits can have a significant influence on the access marketing mix in a particular country. The diamond itself consists of the variables the company decides upon actively surrounding the nucleus of the customer/consumer combination.

The value of the compound is defined in a target product profile, which covers indications, outcomes and other tangible and intangible product attributes. The costs heading covers both monetary and non-monetary costs, such as lack of convenience. Channels, through which the product is distributed, and the communication mix should be chosen subject to the other elements.

At the end of this process, the key result is a uniform story that a drug can tell that touches each customer consistently. Plus, it should be the customer who drives what story should be told. It is irrelevant whether the customer is a payer, a medical doctor or the end user (consumer). The story may emphasise slightly different elements for the various customer groups depending on the perceived value of the drug to them, but the company's work should provide a story that can reach all. An HE model, market or payer insights or marketing messages are nothing more than elements of the overall story.

Ver:

Novel narrative/Jan Posthumus