Navigating the New Prescriber Network

To state that today’s life sciences industry is faced with a real challenge in achieving market access throughout Europe is an understatement. For starters, there’s the growing trend towards the development of Health Technology Assessment (HTA) bodies that weigh a drug’s usefulness to the healthcare system in each of their covered territories - this, on top of the outcomes-based reimbursement approaches dictated by payers throughout Europe. Additionally, each country - and sometimes regions within each country - still has its own set of ground rules for market access. Indeed, the increasingly complex delivery of healthcare has created a true labyrinth that needs to be carefully negotiated. Yet never has the payoff been greater, with pharmaceutical market value at retail prices in Europe climbing past €239bn.