• Aventria Health Group

The #1 Market Access Success Factor for Brand Business Planning

Pharmaceutical market access vice presidents, executive directors, and business planning leads:  

By now, you probably received 2021 market access/brand business planning kickoff dates, templates, and timelines. As you reflect on last year’s process, have you considered ways to better integrate market access business planning into brand planning? Today, this matters more than ever.

The Stakes Have Been Raised

Integrated and robust market access business planning is the most important fundamental success factor for brand business plans. The rate of change in the US marketplace is increasing exponentially, resulting in greater complexity, more decision makers, changing influence, and new criteria for success.

Innovation and advancement in therapy are providing patients with new treatment options; however, challenges stem from the growth and impact on the cost of care.

As a result, payers are exercising increased scrutiny through utilization management, narrowing formularies, stricter prior authorization, formulary exclusions, and increased patient out-of-pocket costs.

Organized provider groups (health systems, integrated delivery networks [IDNs], and large community practices) are exerting similar cost scrutiny characterized by greater reliance on evidence-based medicine and value-based care.

Introducing Aventria Health Group’s Market Access/Brand Business Planning Workshop Series

The proven and proprietary Aventria PASS Model® (Product Assessment Success Strategy) provides a strategic framework for two workshops that confidently develop a robust market access business plan.

“Pleasantly surprised … constructive … I have learned something.” —Workshop participant

Workshop #1: “Where to Play”

  • Important landscape trends, market shifts, and business insights

  • Compelling brand value proposition

  • Strategic options/opportunities to anticipate and capitalize on

  • Competencies and organizational readiness to execute on priority options

A strong foundation for market access planning begins with the engagement of the market access leadership team to establish a common perspective and alignment with respect to:


Several Factors Make the Aventria Market Access “Where to Play” Workshop Unique

  • Content—concise landscape trends accompanied by thought leader insights via audio clips

  • Digital “Business Planner” is a next-level pre-read that includes audio clips of industry luminaries and makes it easy to collect your team’s thoughts and ideas in one place.

  • Interactive workshop structure and facilitation

  • Participant engagement and ownership of output

  • Aventria’s unparalleled subject matter expertise

“Really engaged with the work in the breakouts” —Workshop participant

The Benefits

  • Executive-level participants “strongly agree” that the workshop is time well spent and measurably helps them create strong market access plans.

  • Strengthened leadership team dynamic

  • Simple “gets it done” framework and process lead to insightful outputs.

  • Drives market access and brand results

  • Customizable to your organization’s brand planning terminology and process

  • Fosters alignment, collaboration, and ownership across functions

“Allow[ed] the team to interact and share perspectives from individual functional areas. Aligned the team around the most critical considerations and emerging trends.” —Workshop participant

“Where to Play” Workshop Summary

After the workshop, Aventria compiles a summary of collaborative insights, ideas, and actionable items. The summary can then be used by your leadership team to further engage your market access organization to develop winning business plans and effectively integrate into your brand planning business teams.

To learn more about Aventria’s Market Access/Brand Business Planning PASS Model® and how we can help you strengthen your market access business planning process, please reach out to:

Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at 215-489-9000 x103 or dave.dierk@aventriahealth.com.


Paul G. Pochtar, RPh, 25+ years of experience in leading the successful commercialization of both primary care and specialty pharmaceuticals throughout their life cycle, including several landmark oncology products and other specialty therapeutics, at 215-489-9000 x118 or ppochtar@pinnaclehc.com.


Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities

— Dave Dierk is co-president of Aventria Health Group, and Paul Pochtar, RPh, is SVP of Pharmaceutical Commercialization and Access Strategies for Aventria Health Group.

The views and opinions expressed are those of the author and do not imply endorsement by Aventria Health Group.

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