Unlocking Strategies for Navigating the Evolving Market Access Landscape: A Pharmaceutical Commerce Peer Exchange® - Episode 9

Rethinking Go-to-Market Strategy with Innovation in a Patient-Centric Era

July 23, 2025

Edward Ahn, Rob Philo, Shana Gunderson Hua PharmD, Ed Schoonveld

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A panel of industry leaders share key insights supporting the integration of patient-centric strategies into current and future drug development and market access efforts.

EP. 1: Current Perspective on Pricing and Reimbursement Models

EP. 2: Overcoming Regulatory Barriers to Market Access

EP. 3: Delivering Value Beyond the Trial with Real-World Evidence

EP. 4: Aligning Real-World Evidence with Payer Perspectives

EP. 5: Navigating Market Entry Challenges for Orphan Drugs

EP. 6: Effective Tactics for Pricing and Reimbursement in Today’s Market

EP. 7: Designing Effective Value-Based Contracts: Timing, Evidence, and Risk Alignment

EP. 8: Planning for Market Sustainability Under New Policy Frameworks

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EP. 9: Rethinking Go-to-Market Strategy with Innovation in a Patient-Centric Era

As the series closes, the panel reflects on an often underrepresented but crucial stakeholder: the patient. The discussion underscores the need for a more patient-centered market access strategy—one that incorporates health equity, diagnostic and treatment journey support, and clearer communication around cost and adherence.

Key discussion topics include:

How social determinants of health (SDOH) shape real-world treatment access.
The growing need for payer transparency and patient trust in the marketplace.
Strategies to engage patients early in development to ensure success.