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@article{188153,
        author = {Mr. Sushant T. Jadhav and Mr. Manoj Wavhale},
        title = {MARKET ACCESS & PRICING STRATEGIES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {405-413},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=188153},
        abstract = {Market access and pricing strategies play a pivotal role in determining the commercial success, patient reach, and long-term sustainability of pharmaceutical innovations. As healthcare systems worldwide face growing economic pressures, the need for evidence-driven, patient-centric, and value-optimized approaches to pricing has become increasingly significant. This article examines the multidimensional landscape of market access, focusing on evolving payer expectations, regulatory frameworks, and the global movement toward value-based healthcare. It explores how pharmaceutical companies can strategically integrate health technology assessment (HTA) requirements, real-world evidence (RWE), and cost-effectiveness models to demonstrate product value and secure favorable reimbursement pathways.
The discussion also highlights innovative pricing models such as value-based pricing, indication-based pricing, managed entry agreements, risk-sharing contracts, and differential pricing designed to balance affordability for patients and health systems with adequate returns on innovation. With the rise of personalized medicine, advanced therapeutics, and high-cost biologics, pricing strategies must increasingly account for budget impact, clinical uncertainty, and long-term healthcare outcomes. Furthermore, the article underscores the essential role of early market access planning, cross-functional alignment, and stakeholder engagement in navigating diverse global markets. In addition, emerging trends such as digital health integration, patient-reported outcomes, and the use of AI-driven forecasting models are reshaping market access strategies. The article concludes by emphasizing that a successful market access and pricing framework requires a combination of scientific evidence, economic justification, ethical considerations, and collaborative engagement among all healthcare stakeholders. Such an approach ensures improved patient access, sustainable healthcare financing, and maximized value for pharmaceutical innovations.},
        keywords = {Market Access; Pricing Strategies; Value-Based Pricing; Reimbursement; Health Technology Assessment (HTA); Real-World Evidence (RWE); Cost-Effectiveness Analysis; Managed Entry Agreements; Risk-Sharing Models; Differential Pricing.},
        month = {December},
        }