Effective Market Research Roles and Trends for Managed Markets Access & Insights

STUDY OVERVIEW

The pharmaceutical marketplace is increasingly payer driven and access is now clearly the main domain of the managed markets sector. It has become essential for the pharma industry to effectively use the market research function to understand the needs and interests of payers. Best Practices, LLC conducted this research to understand the changing roles and trends of the market research function related to managed markets work. The study examines the types of managed markets research activities conducted prelaunch, the primary role of market research (and other functions) in managed markets research activities and trends in the use of market research for managed markets insights. The study observations, best practices and insights will help companies evolve their market research function to gain payer access and insights around pharmaceutical products.

KEY TOPICS

• Executive Summary
• Focus of Managed Markets Market Research (MMMR)
• MMMR Roles
• Current Trends in MMMR
• Best Practices, Pitfalls and Success Factors

• Account Management Is Gaining Significance: There is a clear trend in the benchmark class toward expanded use of account managers due to increasing payer influence on the market. More than half the participating companies have moved to expand the account manager role over the past 18 months, with the change completed at 22 percent of participating companies and under way at another 33 percent.

The data for this study was collected using a quantitative survey and field interviews with 11 managers and executives representing managed markets or market research functions at leading pharmaceutical and biotech companies.

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