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There's no denying the influence that the payer market exerts on the pharmaceutical industry. Patient access to prescription drugs is mainly driven by the managed markets sector. To succeed in this new market reality, biopharma companies must access payers, build relationships and develop critical managed markets insights that will lead to a successful launch. It is vital that biopharma leaders build market research capabilities that effectively capture and communicate the concerns and interests of key managed markets organizations.
This study identifies the market research structures that best support the managed markets function in gaining payer access and insights around pharma products.
SAMPLE KEY FINDING
No Single Structure Is Optimal: Many structure types can work effectively for the Managed Markets Market Research function, and benchmark partners use several different models. A more critical success factor than the structure type is the level of research staff knowledge and understanding of the Managed Markets sector. Developing staff specialization and expertise is the key to making any structure begin to work from an MMMR perspective.
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. Benchmark findings provide comparative data that companies use to identify and correct any gaps within their Managed Markets Market Research organizations.