{"id":11972,"date":"2018-02-01T22:35:32","date_gmt":"2018-02-01T22:35:32","guid":{"rendered":"https:\/\/www.sisinternational.com\/healthcare-and-pharmaceutical-market-research\/"},"modified":"2026-05-05T02:48:33","modified_gmt":"2026-05-05T06:48:33","slug":"marktonderzoek-gezondheidszorg","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/nl\/marktonderzoek-gezondheidszorg\/","title":{"rendered":"Healthcare Market Research: Pharma Commercial Advantage"},"content":{"rendered":"
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\"SIS<\/figure>\n<\/p>\n

The healthcare market is one of the world’s largest and fastest-growing industries. It offers treatments, pharmaceuticals and services to people who need preventive, rehabilitative or curative treatment. The Pharmaceutical industry, Biotechnology industry, Medical Device industry and several other life sciences industries in health care sector form the healthcare industry.<\/p>\n

Veranderingen in de gezondheidszorg<\/h2>\n

As the world is increasingly global, opportunities and challenges face health industries globally.  Ageing demographics in the Developed World and some major emerging markets such as China may have profound impact on the evolution of healthcare<\/a> systems, technology, industries and regulatory affairs.  Likewise, growing societies in young emerging markets can mean further complexity in these industries.  Other complexities such as the regulatory landscape in major markets such as the United States can have profound impact on global healthcare markets.<\/p>\n<\/div>\n

Healthcare Market Research: How Leading Pharma Firms Build Commercial Advantage<\/h1>\n

The strongest pharmaceutical commercial decisions rest on evidence gathered before launch sequencing is locked. Healthcare market research has shifted from a confirmatory exercise to a competitive instrument, separating firms that price, position, and access correctly from those that revise mid-launch.<\/p>\n

The shift is structural. Payer scrutiny has intensified across the EU, US, and emerging markets. HTA bodies including NICE, IQWiG, HAS, and CADTH now expect comparative effectiveness evidence and real-world evidence at submission, not after. Procurement consolidation across hospital systems has compressed the window for KOL mapping and payer value story development. Firms that treat research as upstream strategy capture the upside.<\/p>\n

What Distinguishes High-Performing Healthcare Market Research<\/h2>\n

Three attributes separate the best programs from average ones. First, evidence is built around a specific commercial decision, not a generic landscape scan. Second, primary research is sequenced to feed HTA submission evidence and the payer value story in parallel, not serially. Third, qualitative depth with prescribers, payers, and procurement leads is treated as a primary input, not a sense-check.<\/p>\n

SIS International Research has found that pharmaceutical sponsors who integrate B2B expert interviews with payers and formulary committee members during Phase II generate materially stronger market access strategies than those who wait for Phase III readouts.<\/span> The reason is mechanical. Endpoint selection, comparator choice, and subgroup analyses are still modifiable in Phase II. Once Phase III locks, the evidence package is fixed.<\/p>\n

Where Healthcare Market Research Drives the Most Upside<\/h2>\n

Five decision points concentrate the value:<\/p>\n