Access marketing or marketing specialized in the access of medicines to the market , is born from the area of institutional relations. It is a department that more and more companies in the pharmaceutical industry are incorporating as a result of tightening the evaluation parameters, globalizing the scientific sector and increasing competition with new medical needs . The main objective of access marketing is to make a new product exceed and coincide with all the requirements proposed by the different institutions so that it finally reaches our hands.
While a few years ago it was enough to demonstrate the safety, efficacy and quality in manufacturing, now the cost-effectiveness ratio is added to the list , which requires professionals with both health and marketing and market knowledge to negotiate with the whatsapp number list new decision-making groups . What is necessary for a medicine to access the market as we will see later in this post, meeting all the relevant requirements for the health system to accept a new drug is quite a challenge. First of all, it will be necessary to try to foresee with market, legal and political studies the possible decision-making groups that will act in the biosanitary field at the time of launch.
Once the context and the benefits that the new drug could bring in the future have been analyzed, work will have to be done on preparing a favorable environment . This can be done in multiple ways, but one of the main ones is by creating ties with institutions and possible collaborating companies that support the new product. It could be said that this is the earliest phase that access marketing develops. Lastly, knowing which drug attributes to use as a differentiating element and how to communicate them becomes essential to transmit the necessary trust and seriousness to public and