Why most market access strategies fail before launch

The critical gap

Market access is often treated as a downstream activity, something to address after clinical milestones are achieved. This approach fundamentally misunderstands how healthcare systems make adoption decisions.

Three common failure patterns

Late-stage value story development

Many companies wait until Phase III to develop their value proposition. By then, the clinical program may have missed opportunities to generate the evidence that payers actually need.

Underestimating pricing complexity

Setting a price based solely on clinical efficacy ignores the complex interplay of budget impact, competitive dynamics, and therapeutic area norms that drive payer decisions.

Fragmented stakeholder engagement

Engaging payers, HTA bodies, and key opinion leaders in isolation creates inconsistent messaging and missed opportunities for alignment.

A better approach

Successful market access starts early, ideally in Phase II, with integrated planning that connects clinical development, health economics, and commercial strategy.

The companies that get this right don't just launch products. They build sustainable franchises.