Benefits of digital tools in market access communications

Today, to successfully market its product, a company must convince physicians, payers and other stakeholders of the value of a product that differs from competing products and determine the best strategy for positioning the product in the marketplace, given the financial needs of a particular patient group and the changing reimbursement landscape. However, all of this can lead to significant additional costs, and is no guarantee of success.

New digital tools can help companies address some of the biggest challenges of bringing a product to market. These include collecting and analyzing evidence and demonstrating the value of the product to stakeholders.

What market access means for the healthcare industry

Market access for the healthcare industry means the ability to provide health care services and sell health care products in a particular market. This access can be limited by various factors, such as legal and regulatory requirements, the availability of qualified medical personnel, the availability of necessary medical technology and equipment, and economic conditions in the marketplace.

In order for medical facilities and medical device manufacturers to operate successfully in the healthcare marketplace, they need to comply with regulatory standards and obtain appropriate marketing and sales approvals for their products from the appropriate regulatory agencies. They must also provide high-quality products and services, ensure patient safety, and compete effectively with other market participants.

Market access is key to success in the healthcare industry because it determines its ability to provide quality healthcare services and products, as well as compete in the marketplace with other players.

What are market access communication tools, what tasks do they perform

Market access communication tools are a set of different tools that are used to communicate with potential customers or partners, to market products or services. In healthcare, such tools may include Web sites, social media, e-mail, messengers, SMS mailings, etc.

The tasks that market access communication tools perform in healthcare include:

  1. Promoting products and services. Communication tools are used to attract the attention of potential customers and market products and services.
  2. Increasing brand awareness.
  3. Attracting new customers and increasing sales of products and services.
  4. Getting feedback from customers that allows you to improve the quality of your services and products.
  5. Development of the client base. Communication tools help to develop the customer base by attracting new customers and retaining existing ones.
  6. Optimization of customer interaction processes, which helps to improve efficiency and quality of services.

Types of digital communication tools for market access

Today’s technology provides many digital communication tools that facilitate market access. Here are just a few of them:

  1. Healthcare analytics systems to analyze large amounts of data collected from a variety of sources, such as medical records, lab tests and medical device data. These systems can provide valuable information on population health, treatment effectiveness, disease prevention, etc.
  2. Telemetry and monitoring systems to monitor patient health in real time, such as in hospitals, clinics, and home settings. These systems can be used to monitor patients’ vital signs, such as blood pressure, heart rate, blood oxygen levels, and others.
  3. Telemedicine – allows online consultation, diagnosis and treatment of patients. This tool can be used both for remote care of patients outside the hospital and for communication between doctors of different clinics.
  4. Electronic Medical Records (EMR) – a digital version of medical records that allows you to keep records and store medical data about patients.
  5. Websites and mobile apps that allow patients to access their medical history, make appointments, and more.
  6. Medication management systems – programs to automatically order and deliver medications to the clinic or patient’s home.
  7. Resource management systems – platforms for automating clinic management processes, including scheduling and resource management, financial management, billing, etc.
  8. Virtual assistants and chatbots for automatically answering patients’ questions, ordering medications and making appointments with the doctor.

This is by no means a complete list of digital communication tools for market access in healthcare, as new innovations in the field emerge every day. You can learn more about the types and capabilities of market access communication tools here.

How communication tools contribute to market access in healthcare

Digital communication tools are an effective way to gain market access in healthcare. They enable marketing campaigns, promoting products and services, reaching out to potential customers, getting feedback and analyzing customer data.

Below are the key benefits of digital communication tools for market access in healthcare:

  1. Accessibility – Digital tools are available 24/7, allowing potential customers to receive information about products and services at their convenience.
  2. Efficiency – allow for highly effective marketing campaigns and promotion of products and services because they can be more finely tuned and managed than traditional methods.
  3. Broad audience reach – allow you to reach a wide audience, including customers from different regions, age groups and interests.
  4. Interactivity – allow you to interact with your customers, get feedback from them and improve the quality of your services and products.
  5. Analytics – collect and analyze data about customers, helping to better understand their needs and preferences, as well as improve the processes of interaction with them.
  6. Cost reduction – Using digital tools can reduce marketing and promotional costs for products and services by targeting audiences more precisely and using resources more efficiently. Given the cost of developing and launching new drugs, this is an important argument for manufacturers to use digital communication tools.


Digital communication tools are an important and effective way for health care service companies, as well as pharmaceutical and medical device companies, to gain market access. They can improve processes for promoting products and services, reach out to potential and existing customers, and gather evidence of the value of their products or services and form a value proposition. This, in turn, can help interact with government officials and gain access to the healthcare market more efficiently and conveniently.