Quintiles highlights changing UK drug marketing strategies

Quintiles has issued an analysis of the way the Health and Social Care Act is set to lead to the development of new healthcare marketing strategies in the UK.

The biopharmaceutical service company's new briefing paper has suggested that the NHS reforms will mean that businesses will need to demonstrate the value of their drug to a greater number of local commissioning groups.

These new stakeholders will have their own priorities and requirements, making it necessary for drugmakers to satisfy more than just efficacy and comparative effectiveness requirements.

Instead, they will need to gain an understanding of local delivery systems and budget priorities, then communicate how their product will fit within specific care pathways to deliver the best outcome for local populations with varying healthcare needs.

Robert Taylor, commercial head for Quintiles in the UK, said: "A greater focus on strategic engagement with payers, rather than the traditional sales model, is going to be required."

Earlier this month, the company signed a number of new licensing agreements granting it access to real-world electronic medical record data for use in clinical trials.