UK Market Access: Supporting Adoption Across Healthcare Systems
Achieving access in the UK requires a clear understanding of national requirements, sub-national decision making, and the operational considerations that shape adoption decisions within the NHS.
Shaping UK Market Access and NHS Decision Making
We support UK market access teams to navigate NHS expectations, assess the landscape, and develop evidence-based strategies and engagement tools that drive effective and sustainable uptake.
Our approach combines NHS insight, robust analytical methods, and clear value communication to develop strategies and materials that support UK launch, access and ongoing engagement.
In addition to UK access, we also work with affiliate teams in other markets to develop local access materials.
Key Steps for UK Launch, Reimbursement, and NHS Engagement
Every UK launch journey is different, so we tailor our approach to reflect the product, disease area, care setting, pathway complexity the customer architype, and the ever-evolving NHS landscape.
The examples below illustrate some of the strategic solutions we have deployed to support clients at different stages of their UK access journey.
1. UK Market Landscaping and Access
Landscape analysis
We assess possible access routes, pricing and reimbursement pathways, commissioning mechanisms, and current models of care in relation to national and local priorities. This includes reviewing decision-making processes, system pressures, and environmental or policy changes that may influence adoption.
Competitor and analogue analysis
We evaluate current and future treatment landscapes, including competitor positioning, previous HTA decisions, analogue launches, and lessons that can inform evidence generation, differentiation, and UK launch planning.
HTA strategy and submission support
We critique or develop all elements of UK HTA strategy, from scoping and evidence planning to drafting and refining submissions.
This includes aligning with the expectations of the National Institute for Health and Care Excellence (NICE), the Scottish Medicines Consortium (SMC), and the All Wales Medicines Strategy Group (AWMSG), as well as identifying the implications of appraisal outcomes for sub-national adoption.
2. Shaping and Influencing NHS Decision Making
Pathway analysis and redesign
We examine how your product will impact or align to care delivery, clinical workflow, staffing, and service configuration. This includes identifying barriers and opportunities across settings, procedures, and clinical roles, as well as assessing the implications for adoption.
Funding flow evaluation
We assess how a product will be funded within the NHS, the sequencing of funding decisions, and the opportunities or constraints that different mechanisms present. This includes identifying national and sub-national funding pathways.
Business case, and Case for Change development
We support clinical and commissioning stakeholders to present clear, evidence-based cases for change, articulating unmet need, proposed interventions, expected benefits, and the supporting data required to drive adoption.
Data dashboards and economic models
We develop dashboards and modelling tools that illustrate service pressures, unmet need, potential efficiency gains, and the impact of adopting a new technology. These tools support field teams, system leaders, and clinicians and other decision makers in understanding implications and planning implementation.
Stakeholder mapping and segmentation
We identify the NHS stakeholders who influence adoption at national, and sub-national levels, including their priorities, responsibilities, decision rights, and constraints. This includes mapping influence at integrated care system (ICS)/integrated care board (ICB), Trust, and primary care network (PCN) levels.
NHS engagement materials for field teams
We create clear, compliant, and impactful materials that enable effective engagement with NHS customers. These materials translate evidence, system insight, and pathway considerations into messages that support confident decision making. This helps ensure strategies align with both national and local implementation requirements.
From Launch to Loss of Exclusivity
Our involvement often begins early in development, focusing on the evidence, insights, and engagement strategy required for a successful UK launch. Post-launch, we support teams to track policy developments, refine materials, and respond to implementation challenges and evolving competitive dynamics.
We help answer key questions such as:
- What data can be leveraged at launch to influence access and reimbursement?
- How do we adapt communications for national level or sub-national decision makers?
- Where does the technology fit within current pathways, and what needs to change?
- What lessons can be drawn from competitor or analogue launches?
- What are the emerging opportunities, risks, and threats to adoption?
- How do we prepare for changing competitive dynamics and can you maintain market share when loss of exclusivity threatens price?