Rethinking Go-to-Market Strategy with Innovation in a Patient-Centric Era

July 23, 2025

Edward Ahn

, Rob Philo

Rob Philo

, Shana Gunderson Hua PharmD

Shana Gunderson Hua PharmD

, Ed Schoonveld

Ed Schoonveld

Sponsored

Peer Exchange | <b>Unlocking Strategies for Navigating the Evolving Market Access Landscape: A Pharmaceutical Commerce Peer Exchange®</b>

A panel of industry leaders share key insights supporting the integration of patient-centric strategies into current and future drug development and market access efforts.

As the series closes, the panel reflects on an often underrepresented but crucial stakeholder: the patient. The discussion underscores the need for a more patient-centered market access strategy—one that incorporates health equity, diagnostic and treatment journey support, and clearer communication around cost and adherence.

Key discussion topics include:

How social determinants of health (SDOH) shape real-world treatment access.
The growing need for payer transparency and patient trust in the marketplace.
Strategies to engage patients early in development to ensure success.