PMU5 The Future of Market Access in a Post COVID-19 World - What Do WE Need to Do Differently?

Abstract

To highlight trends in the market access landscape impacted in the short and long term by the Covid-19 pandemic, their drivers, and the challenges they raise for the optimal employment of digital and personalised genomically informed healthcare. To identify the what will need to done differently in the post COVID-19 world. A targeted literature review (TLR) of PubMed based on key words: Corona, COVID-19, Market Access, Pricing, Reimbursement, Digital/Connected/Mobile Health, Personalised/Precision/Genomic Medicine, Biomarkers, Companion/Complementary Diagnostics, Cell/Gene-therapies) was undertaken. The results were used to inform the questions in a survey of payers around their perceptions of key trends, future market access/payer hurdles, and the actions required to overcome these. The TLR identified 3 trends with associated market access challenges: Real-time personalised disease management driven by mobile/wearable devices that link monitoring, intervention, and predictive analytics; Precision medicine driven by genomics that link diagnostics with biomarker informed therapeutics; The need for innovative healthcare access, funding and payment systems driven by the disconnected and episodic nature of existing systems, issues of affordability and products, such as gene-therapies, with a temporal disconnect between cost and benefit. The Survey indicated that successful future delivery of value and market access will depend on doing things differently: Recognising the increased involvement of the patient in their disease management and healthcare funding; Adopting broader definitions of value; Anticipating the future, changing systems, and establishing differentiation. The status quo is not sustainable in the face of the growth of innovative drug, device, and digital technologies and the economic and policy consequences of the Covid-19 pandemic. Pharmaceutical companies, healthcare policy makers, HCPs and payers need to implement changes in the areas identified in our research if the promise of real-time personalised disease management, precision medicine, and innovative approaches such as gene-therapy is to be delivered.