OBJECTIVES

: To highlight current trends in the market access landscape, their drivers, and the challenges they raise for the optimal employment of digital and personalised healthcare. To identify the actions that should be taken NOW to shape the landscape facilitating future access and value.

METHODS

: A targeted Literature review (TLR) of PubMed based on key words: Market Access, Pricing, Reimbursement, Digital/Connected/Mobile Health, Personalised/Precision/Genomic Medicine, Biomarkers, Companion/Complementary Diagnostics) was undertaken. The results were used to inform the questions in a multi-stakeholder survey (payers, pharma companies, patients, physicians; n=24) to identify key trends, future market access/payer hurdles, and the actions required to overcome these.

RESULTS

: The TLR identified 4 potentially disruptive trends with associated market access challenges:

1. Personalised disease management driven by mobile/wearable devices that link monitoring, intervention, and predictive analytics
2. Precision medicine driven by genomics that link diagnostics with biomarker informed therapeutics
3. Innovative healthcare funding and payment systems driven by issues of affordability and products with high price density / high one-off upfront payment
4. Greater involvement and ownership of the patient of their disease management and healthcare funding

The Survey identified a series of changes to current healthcare funding models that would be needed to overcome these challenges. These included new payment models, and changes to funding flow and coding systems required to facilitate monetization of real-time disease management.

CONCLUSIONS

There is a need for a call to action. Many of the advancements in technology are already with us. Healthcare policy makers and payers need to implement changes in the areas identified in our research if the promise of digital health and personalised healthcare is to be delivered.