Market Access Data in 2026: Rising Trends and Key Developments

In 2025, data continues to be the lifeblood of effective market access strategies. Understanding its trends and changes is crucial to develop a successful strategy for the new year.

A Full Picture View

Prior authorization, step therapies, quantity limits, and other criteria limits are playing a larger role in determining how a patient can access a therapy. With the rise in more complex criteria details, market access teams cannot only look at what the coverage states, they must also understand the entire landscape at play. Otherwise, they run the risk of missing key access information that will aid them in improving patient access.

Looking Externally

With the increase of pharma companies realigning resources and teams taking on larger territories with more data to decipher, outsourcing data analysis will become a key tactic to streamline access solutions. A trusted market access platform, like AccessSync One, offers support by highlighting where opportunities for better access are available, in addition to showcasing where coverage for a product is superior. In turn, field sales teams can prioritize their focus without having to spend hours manually sorting through market access data.

The Continued Rise of AI

2025 has seen an increase in AI use across all industries, with particular focus in pharma. We are still in the early days of its adoption where it is primarily being used as a digital assistant, but as more data is ingested, the more its capabilities will increase. With the correct data, AI could become a central hub of access knowledge that can produce actionable insights at scale. Market access teams that embrace and refine its capabilities will be most prepared for the changes its increased adoption will bring.

Key Recommendations for 2026 Market Access Planning

Knowing how to get the most out of data in 2026 will greatly benefit market access teams as they plan and develop strategies for the new year. Consider the following recommendations as your team prepares for the year ahead:

1. Look Beyond Coverage Data: Understand all the factors that will impact a patient’s ability to access your therapy.  A successful strategy will be one that addresses the increasingly complex criteria details.
2. Streamline Data Utilization: The pharma industry moves at a rapid pace. To remain ahead of the curve, assess what tools, internal and external, will allow your market access and field sales teams to access usable data, faster.
3. Embrace New Technologies: AI will continue to be a key enabler in market access in 2026. Integrating it into your strategies will allow you to uncover new insights and execute at scale.
4. Be Adaptable: The new year will certainly bring new technologies and policies that are currently unforeseen. Market access teams will benefit from a strategy of adaptation and iteration as new insights arise that create both novel opportunities and risks.

Want to learn more?

Contact us to learn how we can help your team achieve your market access goals.