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多国医疗保健案例研究

SIS 国际研究公司代表我们的一位客户进行了一项在线研究，该客户与一家全球制药公司密切合作。这项研究的主要重点是来自北美和西欧/北欧 6 个不同国家的患者，这些患者均因慢性疼痛管理而被诊断为阿片类药物引起的便秘。所有国家的总样本共计 500 名患者，这是在 20 分钟的在线调查后得出的。

SIS 编制并主持了这项调查，为该项目将调查表翻译成四种语言，并进行了交叉制表和分析。

在与客户共同确认问卷设计后，研究最终启动，并在3周的实地调查活动和整整一周的数据分析与呈现中顺利完成。

Project managers from two different SIS offices covering multiple time zones around the globe worked together closely with the client on this study, and ensured that the flow of information to and from the client was never interrupted in order to provide constant fieldwork updates and answers to our client’s queries almost instantly.

The fieldwork process included some nuances. The study took place in all countries simultaneously, so accuracy and efficient coordination were key considerations. In addition, it was important to adapt and localize the list of medications into each of the 6 countries, and ensure that questions and selections were relevant in each market. For instance, medications can hold different names in different countries or can only be present in certain countries. Therefore, a robust secondary research effort can be crucial in contextualizing and analyzing feedback and data.

Healthcare Market Research EMEA: How Leading Firms Win Across Fragmented Payer Systems

Europe rewards pharmaceutical and medtech firms that treat each market as its own commercial system. Healthcare market research EMEA delivers the granularity to price, position, and sequence launches against payers who do not share criteria, evidence thresholds, or timelines.

The region produces some of the strongest commercial outcomes in global pharma, but only for firms that resist the urge to treat it as a single block. Germany, France, the UK, Italy, Spain, and the Nordics each operate under distinct HTA submission evidence standards, reimbursement architectures, and prescriber dynamics. The opportunity sits in reading those differences early and building launch sequencing around them.

Why Healthcare Market Research EMEA Requires a Country-First Lens

The conventional approach treats EMEA as one workstream with country annexes. Leading commercial teams invert that model. They build the payer value story country by country, then identify where evidence, pricing, and indication prioritization can travel.

Germany’s G-BA and IQWiG assess added benefit against an appropriate comparator within twelve months of launch, and the resulting AMNOG rating sets a price ceiling that follows the asset across reference-pricing markets. France’s HAS uses ASMR ratings to determine price and reimbursement rate. NICE in the UK applies cost-per-QALY thresholds that differ in practice from continental willingness-to-pay. Italy negotiates managed entry agreements at AIFA. Spain layers regional formulary access on top of national pricing. A single global value dossier cannot satisfy all five without country-specific evidence packages.

SIS International Research has observed across B2B expert interviews with European market access leads that the firms achieving fastest reimbursement are those that pre-test their payer value story with former HTA assessors twelve to eighteen months before submission, not those with the largest clinical evidence base. Evidence wins reimbursement only when it answers the questions assessors actually ask.

Payer Archetypes and Real-World Evidence Expectations

Across EMEA, payer archetypes cluster into three patterns that shape research design. Single-payer national systems (UK, Nordics) reward health-economic modeling and budget impact analysis. Statutory sickness fund systems (Germany, France) reward comparative effectiveness against a defined comparator. Regional systems (Italy, Spain) reward local KOL endorsement and real-world evidence generated within the region.

Real-world evidence has shifted from supporting material to primary submission content in several markets. France’s HAS now requests post-launch RWE commitments at the time of initial assessment. Germany’s revised AMNOG framework accepts registry data for orphan indications. Firms that map RWE infrastructure during Phase II development, not after launch, capture pricing premiums their slower competitors cannot.

KOL Mapping and Prescriber Influence Patterns

European prescriber influence does not follow US patterns. Academic medical centers in Heidelberg, Karolinska, Gustave Roussy, and the Royal Marsden function as guideline anchors. Their early-adopter clinicians shape national treatment protocols within two to three years. KOL mapping that identifies guideline committee members, not just publication volume, predicts launch trajectory more accurately.

The pattern repeats in cardiology, oncology, and rare disease. A single chair of a European Society guideline working group can move share faster than ten high-prescribing community oncologists. Healthcare market research EMEA built on this insight prioritizes structured expert interviews with twenty to thirty guideline-influencing clinicians over large-sample surveys of community physicians.

Launch Sequencing as a Commercial Lever

Sequencing decisions compound across the region. Germany typically launches first because of free pricing during the AMNOG assessment window. That price becomes the international reference price for fifteen markets that benchmark against German list prices. Launching Germany before securing a strong added-benefit rating risks anchoring downstream prices below target.

The better-performing approach delays Germany until the payer value story is stress-tested through advisory boards with former G-BA members, while launching first in markets with confidential net pricing such as the UK and select Nordic countries. This preserves headline pricing across reference baskets and protects margin in Italy, Spain, Belgium, Greece, and Portugal where international reference pricing applies most aggressively.

Comparative HTA Framework Across Core EMEA Markets

Source: SIS International Research synthesis of national HTA agency frameworks

Indication Prioritization in Multi-Indication Assets

Oncology and immunology assets with three or more indications face a sequencing problem European launch teams often underweight. The first indication launched sets the reference price and the comparator framework for subsequent indications. Launching a low-prevalence orphan indication first can lock in a price that the eventual blockbuster indication cannot sustain under added-benefit reassessment.

SIS International’s mixed-method work with senior market access leads at Fortune 500 pharmaceutical manufacturers indicates that indication prioritization decisions made before Phase III readout produce the strongest lifecycle pricing outcomes, particularly when paired with formulary positioning research in Germany and France. Late-stage prioritization rarely recovers what early sequencing surrenders.

Biosimilar Competitive Intelligence and Defensive Positioning

European biosimilar penetration runs ahead of the US by several years. Tender-driven markets in the Nordics, Germany, and the UK shift volume to biosimilars within twelve months of launch when procurement is centralized. Originator defense strategies that work in the US, including patient support programs and reformulations, achieve limited traction against tender mechanics.

The firms protecting originator share most effectively in Europe combine biosimilar competitive intelligence on tender timing with second-generation product development positioned around device, dosing, or subcutaneous reformulation. Roche’s Herceptin SC and Janssen’s Darzalex Faspro illustrate the pattern. Research that maps national tender cycles, hospital procurement consortia, and regional purchasing groups gives originator teams two to three years of advance notice.

The SIS Approach to Healthcare Market Research EMEA

SIS International conducts healthcare market research EMEA through structured B2B expert interviews with payers, former HTA assessors, guideline-committee KOLs, and hospital procurement leads, paired with patient journey mapping and quantitative validation in primary care and specialty settings. Forty years of cross-border work across 135 countries informs how country findings are integrated into a single commercial position without flattening the differences that matter.

The output supports market access strategy, launch sequencing, indication prioritization, and biosimilar defense across the region’s payer archetypes. Healthcare market research EMEA delivered this way produces a country-specific evidence map that commercial leadership can act on at the indication, market, and sequencing level.

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