Integration and tech at the forefront of market access, say Eisai and Celcuity

Access executives from Eisai and Celcuity share insights into developing trends influencing market access strategies.

Vertical and horizontal integration, along with consolidation across the healthcare continuum, are some of the emerging trends impacting market access strategies and tools today, according to Nancy Bell, vice president, head of market access, at Celcuity, a clinical-stage biotech company.

These structural changes, combined with new federal policies related to 340B programs and pharmacy benefit managers, “are some of the biggest things that are impacting manufacturers,” she told delegates at Access USA.

Nancy Bell, vice president, head of market access, Celcuity

Perhaps the biggest change Bell shared is the transformation in how business is viewed and managed. She explained that historically different departments operated in isolation. “A lot of times, it used to be patient services was patient services. Payers were payer team, and never the two shall meet or discuss,” Bell said.

However, this compartmental approach is no longer sustainable, she noted. “Now, if you’re making decisions without understanding what each part of the business is doing, then you’re going to have some significant impact on the brand and potentially impact its sustainability,” she continued.

In response to these evolving trends, market access strategies and tools must adapt. When considering the array of tools available, from predictive analytics to real-world evidence, Nancy emphasized the need to consider the changing business landscape. "Those are the things to think about, how is business changing? And if this one domino gets pushed down, is it going to set an entire cascade? And how do I manage to best to help the brand perform and protect its integrity?”

The past five years have ushered in a new era for patient services and market access, largely accelerated by the rapid technological adoption spurred by the global pandemic, according to Shannon Ashmon, lead, patient services–oncology, US market access at Eisai.

Shannon Ashmon, lead, patient services–oncology, US market access, Eisai

“If there was a silver lining around COVID, it was that rapid adoption of new technologies,” he said, particularly referencing the HCP portals that emerged to streamline patient enrollment in therapy programs.

The evolution has continued beyond these initial solutions, with predictive AI now taking center stage in patient services. “What I’m really excited about is predictive AI so we can identify patients who might need financial support earlier in that treatment journey,” Ashmon said.

“And when we think about adherence, identifying how would patients prefer to be in contact with to ensure adherence, whether it’s text every other day, whether it’s phone calls.”

Beyond technological advancements, Ashmon pointed out a micro trend she’s been noticing: the engagement with market access and government affairs teams in pharma. “We work closely day to day with our legal colleagues, [and] with our compliance colleagues,” he said.

Recently, with all the changes heard on Capitol Hill, Ashmon said, “Our government affairs team are integral in our day to day, in fact, we have a policy expert embedded in our patient services program.”

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