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  • Writer's pictureAventria Health Group

Recognizing the Impact of Disruptive Business Models and Emerging Market Access Customers

Pharmaceutical market access vice presidents, executive directors, market access marketing and brand leads:

We are experiencing an unprecedented acceleration in the pace of change of the US health care ecosystem.

Traditional forces include:

  • Drug innovation (oncology, rare diseases, and next-generation primary care)

  • Soaring drug costs

  • Payer/provider evolution in formulary coverage requirements

  • Advanced drug utilization management mechanisms

At the same time, disruptive health care business models are creating new customers who are crafting a major shift in both patient engagement and care delivery. Their impact, both virtual and in a streamlined delivery ecosystem, has been accelerated by the impact of the COVID-19 pandemic.

As part of your ongoing business planning process, have you looked at your customer segmentation to:

  • Assess these emerging customer entities?

  • Appropriately pivot by prioritizing leading players aligned with your portfolio for targeted engagement?

Consider the Impact of Disruptive Business Models on Your Portfolio

Disruptive business models in health care attempt to deliver value propositions that change the way business is conducted—distinct from incumbent payers, providers, and drug-dispensing entities—to deliver care at a lower cost and higher quality than the existing model.

Areas for consideration include:

  • Direct-to-patient pharmacies circumventing traditional drug coverage, fulfillment, and delivery customers

  • Virtual care delivery models threatening brick-and-mortar large provider groups and health systems

NOTE: At the time of this post, Teladoc is in the process of acquiring Livongo

Consumer activation in the care selection process and expectations for a superior experience of access, timely choice, convenience, accountability, and quality

Anticipate Impact With a Sound Assessment to Ensure “Winning” Commercial Strategies

Building “winning” brand business plans will require sound assessments of emerging customers and novel commercial strategies to anticipate their impact, pivot with targeted engagement, and successfully meet your brand’s financial targets.

Don’t let emerging customers with disruptive business models become a risk to your brand’s performance. Aventria can help ensure your success to effectively execute in this new ecosystem.

Presenting Aventria Health Group’s Market Access/Brand Business Planning Workshop Series

The proven and proprietary Aventria PASS Model® (Product Assessment Success Strategy) provides a strategic framework for a 3-part series of live or virtual workshops with your leadership teams to confidently develop robust brand/market access business plans with a focus on tactical execution to drive financial results.

“Allow[ed] the team to interact and share perspectives from individual functional areas. Aligned the team around the most critical considerations and emerging trends.” —Workshop participant

Workshop #1: “Where to Play” answers these questions:

  • What are the market access landscape dynamics and trends?

  • What are the landscape insights and implications to our brands?

  • What are the value-maximizing strategic options/opportunities to pursue?

  • Which ones have the greatest impact?

  • Are we equipped to effectively implement them?

Workshop #2: “How to Win” answers these questions:

  • What are our priority segments, customers, and stakeholders?

  • What are their market access value drivers?

  • Imperatives—What are the overarching results we want to accomplish?

  • Mandates—What action will we take to achieve the imperatives?

  • Strategies—How will we do it?

Workshop #3: “Market Access (MA) Quick Check” Webinars

These “MA Quick Checks” are an agile, fast way for your teams to ensure that market access insights are methodically collected and evaluated. They begin with a single trend that your leadership team sees emerging in the marketplace and necessitates an aligned understanding and strategy.

This may be a perfect vehicle for Aventria to help you with a customized virtual workshop to assess and align on the impact of select disruptive business models and emerging customers.

To learn more about Aventria’s Market Access/Brand Business Planning PASS Model and how we can help you strengthen your market access business planning process, please reach out to:

Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at 215-489-9000 x103 or

Paul G. Pochtar, RPh, 25+ years of experience in leading the successful commercialization of both primary care and specialty pharmaceuticals throughout their life cycle, including several landmark oncology products and other specialty therapeutics, at 215-489-9000 x118 or

Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities


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