Market Access Lead of the Year
Entry Guidelines and Judging Criteria
Not to be confused with health economics, market access as used here, is the discipline and element of a product’s brand strategy, or plan, that facilitates access and optimal treatment for patients within the UK healthcare system. The definition of a market access manager is one where the individual will be responsible for executing the product’s market access strategy at a local, regional, or national level. A clear understanding of the funding and reimbursement environment will be required and engagement with multiple stakeholders such as national, regional and local influencer/guidance bodies, policy makers, payors, patient groups and relevant healthcare professionals to name but a few.
For any local, regional or national,predominantlyfield based Market Access Manager with responsibility for local market access implementation, typically interacting with local decision-makers, policy makers, budget-holders and healthcare providers.
- Finalists will be invited to take part in a category-specific case-study challenge developed by an independent expert panel as well as NHS knowledge tests that will take into consideration the 4 nations and their devolved healthcare systems where appropriate .
- Finalists will be presented with the challenge on arrival at the finals day – and given a set period of time for preparation (usually 1 hour) – before delivering their response through a short presentation to a judging panel of senior industry leaders and then a Q and A session.
Specific scoring criteria will be developed alongside each year’s unique case-study / challenge but all finalists should bear in mind the following points for this category:
Comprehending and understanding the challenge:
- Finalists should demonstrate an understanding of the case study, the challenges faced and the appropriate actions to achieve success
Environment & product
- Demonstrate relevant understanding of the product and therapeutic area from the case study
- Understanding of the local, regional and national NHS payor landscape and the relevant stakeholders in relation to the company product(s) and strategy
- Recognisingthe professional, ethical, regulatory and compliance environment (governance) that both the company and NHS operate in
- Exhibit highly sophisticated and competent networking skills across the often complex market access environment
- Demonstrate how strong relationships in accounts have created valuable influence and further network opportunities and development
- Team working and collaboration across various functions within the individual’s own company is likely to be significant
Strategic Planning & Account Management
- Clear account definition, identification, targeting and stakeholder mapping
- Understanding local levers and barriers to success
- Changing the historic NHS/Pharma relationship from supplier/purchaser to a partnership providing clarity and insight how this was achieved, ultimately leading to joint mutual beneficial solutions
- Financial forecasting for company and for NHS
- Demonstrable ability to successfully account plan, delivering the objectives and tactics providing benefits for the company, the NHS and patient
- Definition and communication of value proposition to various stakeholders, alignment to NHS including use of "NHS language" and competitive differentiation
Selling, negotiation and influencing skills
- Demonstrate high level of expertise to effectively operate in a complex environment
- Strong focus on delivery of actions with clear outcomes