While it is well accepted that Market Access outcomes heavily influence the commercial success of a pharmaceutical product, the term Access is understood differently by different stakeholders within the industry and beyond. Additionally, in Asian markets, this functional speciality is understood to focus on diverse issues such as pricing, patient access schemes, evidence generation and synthesis to government affairs. Given the increasing affordability of the middle –class within Asia as well as the push for Universal health coverage, the demand for health care technologies as well as for rationalisation of the resources is expected to grow near simultaneously. This evolving Health Technology Assessment HTA paradigm within Asian markets needs to be understood from the perspectives of local market needs; payer and provider level of understanding of the disease and unmet needs as well the increasing demand for local pharmacoeconomic data. We will presenting a conceptual framework consisting of six elements: provider, payer, patient, policy, process and organisational capability to analyse and plan for market access challenges that are faced by pharmaceutical industry in the complex healthcare landscape of Asia.