Aurora's market access practice

The healthcare market in the UK is changing and we now find ourselves in an age of austerity...

While NHS budgets have been ‘protected’ (announced during the most recent comprehensive spending review), savings are still expected with a focus on finding efficiencies within drugs budgets. In addition, following the publication of Andrew Lansley’s NHS White Paper, the balance of commissioning power is due to shift from the PCO level to the hands of GPs themselves.

What does this mean for new drugs entering the UK healthcare market? How are pharmaceutical companies adapting to the environmental changes and what preparations are they making to create a positive healthcare environment to support both new and existing medicines?

In a future healthcare system the distinction between payers and prescribers is much more blurred. What’s more, patients are being given more choice and are actively being encouraged to be more empowered about their health decisions. This means a more holistic approach to market access is required in this new healthcare environment. As an extension of any pharmaceutical marketing team, what role do healthcare communications agencies play in developing messages that speak to both the clinical and health economic aspects of new and existing brands?

To resolve these questions Aurora’s market access practice supports clients’ market access and brand teams to ensure that a drug’s potential is fully realised by all audiences.

Read more about our offering and if you need expert support in this area then contact us now.

Read our latest blog posts on market access.