OBJECTIVES: This research explored the feasibility of using mobile technology (mHealth) to capture data such as resource utilisation and patient reported outcomes to support the market access of new products. The main objectives were to understand best practices in engaging end users to optimise data collection, and to explore payer opinions on the validity of using mHealth for data collection and its usefulness in the decision making process.   METHODS: Secondary research was conducted to identify best practices in optimising end user engagement with mHealth solutions. Studies that led to successful outcomes were analysed in detail to understand the key engagement success factors. Qualitative primary payer interviews were conducted in several key European markets to understand the validity of using mHealth to collect data including perceived challenges of leveraging this data to support market access decisions. RESULTS:  Research showed that interventions that are personalised through data, analytics and behaviour change methodologies are most successful in engaging end users when using mHealth. Payers highlighted several key concerns of using mHealth; namely, data quality and sustainability / scalability. These concerns should be considered and addressed by healthcare companies who wish to use mHealth as a data platform to support payer decisions.     CONCLUSIONS: mHealth is a tool that holds promise for many different parts of the healthcare value chain. This includes leveraging mHealth to support the market access targets of new products, by collecting and using data to enhance the communication of the products’ value. The findings from this research highlight best practices to engage users in order to optimise data collection as well as provide insights from payers on the key concerns of doing so.