Build or buy? Considerations for market access

As healthcare systems and regulatory landscapes evolve, pharmaceutical companies are facing greater challenges in getting their products to market. Market access professionals continue to play a critical role in navigating these complexities by ensuring timely regulatory approvals, cost-effectiveness evaluations, and securing favourable reimbursement and access agreements with healthcare providers and payers. As such, an increasing number of market access professionals are looking for digital solutions that bring efficiencies and allow them to make data-driven decisions.

However, as the demand for innovative digital strategies rises, a pivotal decision awaits these companies: Should they build an in-house digital application or buy pre-existing solutions from external vendors?

In this article, we delve into the complexities of this decision-making process and explore the key considerations that will empower market access teams to navigate the route towards the most optimal and cutting-edge digital solutions.  Read on to discover the pros and cons of both options and why we believe buying reigns supreme, nearly every time.

When should you BUILD?

Developing custom internal systems can prove advantageous when you want to retain full control over your unique processes and workflows. It is especially advantageous for systems that give a competitive edge or involve sensitive intellectual property. Bespoke home-grown solutions are also a better choice if off-the-shelf solutions seem too generic in comparison, and do not meet your specific needs.

Key considerations for BUILD

Building bespoke internal applications is not straightforward and can be complicated even for well-resourced teams.

1. Are you clear on your requirements?

When it comes to creating a custom application, having well-defined and documented requirements is crucial. Often, IT teams lack expertise in the subject matter and rely on their colleagues from the business side to explain what’s necessary. This means that if the main users (for market access, which includes both global and country teams) don’t actively contribute to shaping the requirements, the final solution may not be optimal. This challenge can be even greater for pharmaceutical companies due to their intricate organisational structure, the involvement of affiliates, and complex reporting hierarchies.

2. Are all your key stakeholders and users ready to commit time?

Consequently, the primary responsibility lies with the core market access team leading the custom application development. They must invest time in defining the requirements, providing clarifications to the IT team during the development phase, and conducting thorough end-user testing before release. Given the typically demanding schedules of market access professionals, this becomes a crucial factor to consider.

3. Have you considered the total cost of ownership?

Building software in-house carries higher development costs, longer timeframes and a risk of errors and defects — which can delay the roll-out. It is never a one-time effort and a one-off cost. There will be a need to commit to an ongoing budget and resources to provide support and take care of enhancements.

4. Have you considered the time it will take before you can start using the application?

Any bespoke application development follows a certain cadence.

It has to start with a detailed requirements elaboration phase so that the high-level requirements are well understood and documented. Starting with designing the user experience which requires intense end-user workshops, development of the application and testing, coupled with tight project management means that the entire process may take 6-12 months to complete. Many times, key personnel involved in the project change, the requirements evolve, and the end application doesn’t get the uptake that was expected.

Plug and Play: Explore the Perks of Purchasing SaaS

Although building software in-house can be a fantastic solution when done correctly — the reality is that for most companies, it’s simply not a practical option as they don’t have the necessary time or resources.

Market access teams in many pharma companies are accelerating their digital transformation by purchasing third-party software, that is then integrated into their existing operations and processes. This is particularly true when purchasing solutions from companies that specialise in market access and have built tailor-made solutions that cater to their needs.

Some unique advantages that SaaS solutions offer include:

  1. Lower total cost of ownership: Purchasing a SaaS solution does not have an upfront cost, and it is much easier to end the contract if businesses decide they no longer need the application. They can also benefit from new features and upgrades, without having to pay for all of them.
  2. Faster roll-out:  You start getting the value from day 1, as there is minimal set-up time involved in a SaaS solution.
  3. Customisation opportunities: Good SaaS platforms allow for many customisation opportunities to tailor to specific internal taxonomy and processes.
  4. Integrate to avoid duplication: Many SaaS platforms allow for integration with other internal and third-party applications. This eliminates duplication of efforts and increases adoption.
  5. Drive standardisation: Rolling out a SaaS solution already used by other leading pharma companies helps businesses stand a better chance of getting buy-in from the users. With an out-of-the-box system, pharmaceutical organisations are able to push through process standardisation and benchmark against some of the best in the industry.
  6. Try before you buy: Questions can be easily answered by gaining trial access, and simultaneously allay any concerns that the users may have.
  7. Long-term value and rate of adoption: Unlike a home-grown system that has been used by a handful of people, a SaaS solution benefits from years of evolution and feedback from clients — so a new client coming on board automatically benefits from having a robust, time-tested solution that already has the seal of approval by other businesses in the industry.

Building bespoke own solutions comes with risks, and adding to the complexity is the dearth of purpose-built SaaS solutions that cater to the digitisation needs of market access. So, it’s better for companies to avoid adopting generic or suboptimal applications. We have seen several market access teams try to build their own solutions and fail. This is particularly true for global launch activity tracking solutions that rely on affiliate teams to input lots of data into a system that isn’t easy to use. As a result, hardly anyone uses these applications, and it costs businesses a lot of money.

Discover our solutions

At Access Infinity, we have years of experience building solutions for market access and pride ourselves on delivering purpose-built platforms for Business Development, Pipeline, Early Assets and Launch teams.

Want to know more? Get in touch with our team, or browse our solutions, here.


Answer complex business questions with a single platform

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Create visualisations that inform your market access business question and highlight industry trends with 7+ interactive charts. Export into your organisation’s branded PPT template at the click of a button.

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Key Features

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Analogue analysis in minutes
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Group 4221
Therapy area reports
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450+ data points
for every approved product
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Monitor price evolution
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I found Nuro to be incredibly useful to find analogues and price benchmarks when I‘m asked to do quick turnaround assessments. I haven’t come across any other solution that comes close

Senior Director Market Access UCB

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All of your Market Access data requirements at your fingertips.

Access Hub

Start tracking market access performance today

A powerful tool designed exclusively for market access teams – Access Hub lets you track KPIs and new product launches, streamlining communications with country teams.

Trusted by the world’s leading pharma companies

Analyze data and share KPIs, in minutes

Reimbursement info at your fingertips

With a single app, Access Hub brings country and global teams together to build consensus on the current state of reimbursement activity across markets.

Have confidence in your data

Access Hub provides a simple interface for country teams to update global teams on their progress. It is your central repository for all market access information, ensuring you always have confidence in your data.

Lighten your workload

Let Access Hub do the heavy lifting. Access Hub will instantly update key milestones, such as Regulatory Approval and Reimbursement dates. Automatically send emails to country teams to remind them to update data.

Track metrics and quantify success

Access Hub lets you build easy-to-read charts to track key market access KPIs and metrics. Choose from 6 visualization types, such as timelines and map views.

Set targets and track KPIs

Benchmark your products using KPIs, metrics, and targets. Set targets dates for milestones and then measure your actual performance against them—all in just a few clicks.

Learn from past launches

With a crystal-clear view of your previous launches, Access Hub helps you better prepare for future launches. Quickly identify markets with consistent delays or quick wins.

beautiful reports

Keep senior management, country colleagues, and cross-functional colleagues updated about your product’s performance with engaging, easy-to-read data visualizations.

Tell a story through data

Create data visualizations that tell your product’s Market Access story. Choose from timelines, donut charts, step graphs, tables and histograms. And if something is missing, we’ll build it for you!

Export as a PowerPoint

PPTs are the standard way to share results with colleagues. With just the click of a button, all your visualizations will be exported into a PPT using your organization’s brand template.

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Key Features

Live Updates on Competitor Price & HTA Data
Email Automation to Country Teams
Uniform Reporting Across Products
Microsoft Teams
Share Global Deliverables with Countries
Generate Performance Reports

What our clients are saying

We use Access Hub daily. It is extremely valuable for our global team as well as our country colleagues.

Market Access Director Pfizer

Access Hub helps us demonstrate how we add value to the organization through key performance indicators that we can showcase.

Senior Director Market Access Intercept

Access Hub brings much needed transparency to the function, enabling our access colleagues to find information they need at their fingertips.

Market Access Director Gilead

Access Hub has become an important single source of truth for all our market access metrics.

Market Access Capabilities Director Astellas

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