Encouraging early engagement to revitalise Europe’s pharmaceutical landscape

Market Access
pharmaphorum podcast episode 128a

In an on-site interview at Reuters Pharma Europe in Barcelona, this week’s podcast saw Tommy Bramley, SVP of market access and healthcare consulting at Cencora, discuss revitalising Europe’s pharmaceutical landscape and leveraging legislation for health and competitiveness.

Encouraging early engagement with payers to educate them on value, it is about connectivity. To which end, change is in the air, with the European Commission (EC) and European Parliament having set out their proposals for a reformed EU pharmaceutical legislation that could substantially transform the incentive ecosystem for the first time in 20 years.

At the end of the day, it’s about balance – rewarding and promoting innovation, with access to affordable medications facilitated, too. And then there’s harmonisation, and removing guesswork in multi-country work and across EU member states. In all of this, the concept of ‘early’ continues, with all stakeholders involved in consultation, notably by the transition between phase 2 and phase 3 in clinical trials.

Of course, digital innovation can be and is a boon, and the conversation supports the idea of the disruptive benefits that ChatGPT and AI generally can offer.

You can listen to episode 128a of the pharmaphorum podcast in the player below, download the episode to your computer, or find it - and subscribe to the rest of the series - in iTunes, Spotify, acast, Stitcher, and Podbean.