Market access is often the decisive bottleneck: without successful payer negotiations, even the most innovative product will fail commercially.
From my experience, three mistakes repeat again and again:
- Starting too late – Market access is often involved only after regulatory approval, when it’s too late to shape the evidence and strategy.
- Focusing only on price – instead of positioning broader value, patient outcomes, and system benefits.
- Unclear roles – teams enter negotiations without alignment on who leads, who provides evidence, and who has mandate for concessions.
These mistakes cost time, credibility, and millions. With structured frameworks and early preparation, they can be avoided.
What has been your experience in payer negotiations?