Karen Schaffer
September 2024
As we approach 2025, it’s crucial for customer-facing sales teams to refine their strategies to stay competitive in an evolving healthcare landscape. With new regulations, shifting payer dynamics, and increasing pressure to demonstrate value, planning for a successful 2025 must be more precise and informed than ever. Optimizing these strategies can provide concrete data demonstrating real-world outcomes can be a game-changer in payer negotiations.
Here’s a guide to help you prepare for a successful year ahead.
As we move into 2025, understanding policy changes and the increasing focus on value-based care is essential for gaining payer approval and increasing market access share. Effectively leveraging data analytics is crucial to identify trends, anticipate payer needs, and tailor customer approaches. Though the increasingly complex landscape of market access can feel overwhelming, several simple strategies can positively affect the efforts of customer-facing teams:
Understanding the 2025 Market Access Landscape
1. Upskill Customer-Facing Teams
- Provide comprehensive training and resources to ensure customer-facing teams are well-informed and capable of handling coverage and policy inquiries
- Market access messaging and tools should pull-through marketing messaging under the direction of their leadership
2. Payer Segmentation
- Categorize payers based on their priorities and decision-making processes
- Develop tailored messaging that speaks directly to each segment’s unique needs and concerns
3. Enhanced Pre-call Planning
- Individual customer-facing team members can foster stronger relationships with key stakeholders, including providers and their teams, by providing accurate and relevant information
- Build flexibility into your planning process. The market access environment can be unpredictable, and being able to adapt quickly to changes will be a key differentiator
4. Optimized Engagement
- Expand the use of digital tools to engage with payers and providers. Virtual meetings, webinars, and digital content can provide flexibility and reach in a post-pandemic world
- Invest in digital training for your customer-facing team to enhance their ability to leverage these tools and effectively use payer messaging when planning for and closing customer-facing meetings
Building a Winning Team
Success in 2025 will also depend on the strength of your team. There are steps you can take to ensure your team is prepared. One, keep your team updated with the latest market trends, regulatory changes, and digital engagement tools. Two, incentivize innovation by encouraging your team to think creatively and reward innovative approaches that drive results. And finally, empower your team with tools and training to make informed decisions driven by data.
What’s Next?
As you finalize your 2025 plans, remember that success in Market Access requires a combination of strategy, agility, and collaboration. At AccessSync, we specialize in helping Market Access and Customer-facing Teams navigate the complexities of the healthcare market.
Want to learn more?
Contact us or email to learn how we can help your team achieve your market access goals.
