New approach to global markets identifies six country archetypes

Similarities in pricing and reimbursement (P&R) decision criteria and payer requirements in key pharmaceutical markets allow pharma to leverage similar payer value messaging across different markets, according to a report from Decision Resources Group.

The report finds that global market access is extremely complex, with each country having very specific market access requirements and challenges - and a vast variety of local authorities and approaches to P&R decisions flourishing around the world. The Country Archetypes model explores how P&R decisions are made, identifies similarities among payer requirements, and determines where value messaging can be leveraged to gain favorable market access across many of the world’s major and developing markets.

Mary Fletcher-Louis, vice president of global marketaAccess  at Decision Resources Group, said: “Regional groupings have become less helpful to the pharma industry - and executives with responsibility for access strategy in scores of markets are often not able to commission high-cost custom payer value messaging research for each market.  To provide further insight, our experts developed a model to allow pharma to categorize payers based on metrics that can guide value messaging. The Country Archetypes model is designed to help the industry identify commonalities between markets.”