As the global healthcare landscape rapidly evolves, traditional launch playbooks are no longer enough. Emerging technologies, shifting pricing dynamics, and rising commercial expectations are reshaping how therapies and medical devices reach patients.
At Frontiers Health 2025, experts from MENARINI Group, SpringWorks Therapeutics, and EVERSANA highlighted the growing role of artificial intelligence, digital platforms, and Direct‑to‑Disease models in modern launch strategies. They also emphasized that global pricing pressures—from MFN policies to new U.S. regulations—require companies to rethink long‑standing approaches and focus on sustaining real‑world value over time.
Sustaining Access Through Evidence and Ecosystem Support
Alan Crowther, General Manager of Global Pricing & Market Access Solutions, stressed that understanding the policy environment is critical for manufacturers navigating today’s payer expectations.
“How you bring this to the table is critical,” Crowther noted. “Products can get periodically reevaluated, and payers will look closely at the evidence.”
He explained that even therapies offering similar clinical outcomes may experience very different pricing trajectories depending on the strength of the ecosystem surrounding them. Market access, he added, is not just about building a bridge from manufacturer to payer to patient—it’s about maintaining that bridge and ensuring the therapy continues to justify its value long after launch.
Localization and Technology: A Possible Path Around Pricing Constraints?
“Do you think that localization of the technology required to support a pill could actually create a situation where the therapy is different enough to not come under the focus of MFN?” Mike Ryan, General Manager, Europe, EVERSANA asked.
“If it’s the same pill with just a program around it, then no, I don’t think the U.S. government would look at it differently,” Alan Crowther said. “If you’re actually changing the formulation or delivery, then yes.”
A Commercial Model Under Pressure to Evolve
Across the discussion, one theme was clear: commercial models must evolve. With digital transformation accelerating and global pricing scrutiny intensifying, companies can no longer rely on traditional sales channels or one‑size‑fits‑all launch frameworks. Instead, they must tailor approaches to each market while demonstrating continuous, measurable value.
As AI and technology continue to reshape the global landscape, industry leaders agree that the organizations best positioned for success will be those capable of integrating innovation into every phase of the product lifecycle—from evidence generation to patient engagement to long‑term access sustainability.
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EVERSANA employs a team of over 6000 professionals across 20+ locations around the world. From industry-leading patient service and adherence support to global pricing and revenue management, our team informs the strategies that matter…