In a rapidly transforming pharmaceutical landscape, securing market access remains paramount. Looking ahead in 2025, several pivotal trends are set to redefine strategies for manufacturers and industry stakeholders.
1. Digital Health: Redefining Patient Support and Engagement
Digital health technologies, including AI, are fundamentally changing patient interactions and support services. Remote monitoring, mobile apps, and AI-powered virtual assistants are enhancing patient engagement, adherence, and outcomes. This shift is challenging traditional support models, with automation streamlining customer inquiries and data analysis. Pharmaceutical companies can leverage these tools to gather real-world evidence, personalize treatments, and improve the patient experience.
2. Addressing Gross-to-Net Erosion Through Innovative Strategies
The widening gap between list prices and net revenue, known as gross-to-net (GTN) erosion, poses a significant challenge. Manufacturers are exploring alternative distribution and dispensing models to mitigate this issue. This includes partnering with innovative dispensing entities, digital hubs, virtual distributors, and novel pharmacy models. By diversifying their approach, manufacturers aim to preserve GTN and ensure long-term business sustainability.
3. The GLP-1 Revolution: Balancing Innovation, Access, and Societal Impact
The rapid growth of GLP-1 receptor agonists (GLP-1s) is reshaping treatment paradigms for type 2 diabetes and obesity. Intense competition and R&D efforts are driving innovation, but the high cost of these medications raises concerns about affordability and access. This necessitates a delicate balance between market access, pricing, and demonstrating clinical value. Moreover, the societal impact of GLP-1s extends beyond healthcare, influencing consumer behaviors and lifestyle choices, highlighting the need for a holistic approach to addressing obesity.
4. Evolving Fair Market Value (FMV) for Enhanced Pharmacy Services
The landscape of Fair Market Value (FMV) for enhanced pharmacy services is shifting. While demand for outcome-driven services like adherence programs and clinical interventions is increasing, compensation for data access and startup fees is declining. This disparity underscores the need for careful FMV negotiations, ensuring fair compensation for services that contribute to improved patient care and treatment outcomes.
To thrive in 2025, pharmaceutical manufacturers must adapt to these trends by prioritizing patient value, fostering innovation, and embracing collaborative strategies. By understanding and proactively addressing these challenges, stakeholders can optimize market access and ensure patients receive the necessary treatments.
Source: Pharm Exec, January 31, 2025
