2025 Market Access Planning: Hitting the Mark with Creative Development

As we head into 2025, the rise of specialty products and biologics has made market access planning more complex than ever before. To ensure patients gain access to prescribed therapies, market access professionals must consider creative development an essential part of their overall Access Realization strategy.  

Key Trends Shaping Market Access Planning 

Market access teams are placing more emphasis on assisting healthcare office staff, particularly in handling benefit investigations and insurance claims. Additionally, the role of specialty pharmacies has grown as specialty therapeutic options become more commonplace. Due to these factors and more, market access teams are laser-focused on creating resources that streamline fulfillment processes, making it easier for healthcare providers to manage patient care. 

Creative Needs for 2025: What’s Changing? 

Here’s what to expect when planning for creative market access needs in 2025:

• Shift Toward Digital and Print Versatility: The demand for dual-purpose creative materials has increased. Resources that can be used both digitally and in print, such as emailable materials with QR codes or URLs, are becoming standard. 

• Simplified Content: There’s a growing move away from dense, text-heavy materials. Instead, market access teams are focusing on creating step-by-step guides and concise, easy-to-use resources. 

• Speed and Agility: The need for quick turnaround times on creative materials is accelerating. Market changes can happen rapidly, and market access teams must be able to respond with updated resources that reflect the latest information. 

• Accurate and Believable Information: With the increasing complexity of therapies, accuracy and believability in market access materials are rising in importance. Teams are focusing on ensuring that all data presented is accurate and easily digestible. 

• Collaborative Approaches: To meet these creative needs, market access teams are examining how to better work cross-functionally. Collaboration with brand marketing, analytics, and field sales teams ensures that creative materials are aligned with broader organizational goals and meet the needs of all stakeholders. 

  
  

• Leveraging AI: Artificial intelligence is beginning to play a role in market access creative, particularly in content generation. However, while AI can enhance efficiency, the human element remains critical for ensuring alignment with client goals and maintaining content accuracy. 

Looking Ahead: Planning for Success in 2025 

To thrive in 2025, market access teams should always prioritize their creative resources with the end user in mind, whether that user is a healthcare provider, patient, or sales team. Ensure the information is relevant, accessible, and presented in a format that resonates with the audience. Establish a continuous feedback loop with stakeholders to refine and improve creative strategies to ensure materials are effective and relevant. And finally, reliable, specific data will be more important than ever. This investment in data will improve the accuracy of your materials, enhance their credibility, and leave a lasting impression on customers. 

What’s Next? 

Market access needs will continue to evolve. By staying ahead of emerging trends and working with creative partners who know your challenges, market access teams can continue to capture customers’ attention.  

Want to learn more? Contact us or email to learn how we can help your team achieve your market access goals.