Network interactions for pharmaceutical market access: findings from an explorative research

Abstract

Purpose The purpose of this paper is to investigate pharmaceutical market access (MA) and the interaction between the pharmaceutical company and other business and non-business actors (NBAs) involved in the MA of ethical drugs, to identify the main categories of actors, their role for MA and the content of the interaction, adopting an industrial marketing approach. Design/methodology/approach A qualitative interpretivist approach is adopted, with interviews as the primary data collection method: 36 interviews have been conducted with 16 key informants from the pharmaceutical industry. Findings The findings of this study reveal that (i) MA can be seen as a relational-driven activity with specific features owing to the highly regulated nature of the pharmaceutical industry, (ii) there is a multiplicity of business, and NBAs involved in the MA activities with whom pharmaceutical companies interact to acquire knowledge, legitimacy and make MA timely and effective, and (iii) the interaction with each category of actors has specific content. Originality/value This paper advances the debate on the marketing and management of pharmaceutical companies by emphasizing the importance of MA and the need to conceptualize it according to an industrial marketing perspective, revealing the interdependencies among actors for MA and the content of the interaction. It also contributes to the industrial marketing literature that has recently stressed the importance of NBAs as part of the extended business network of a company by identifying different categories of actors, their role in terms of knowledge and legitimization and the features and the trade-off of the extended business network in highly regulated markets.

Can social network analysis contribute to supply chain management? A systematic literature review and bibliometric analysis

“…Organizations in highly regulated industries often operate within a network structure heavily influenced by regulatory requirements. Often, such contexts create rigid networks with a strong emphasis on compliance, safety, and quality control [ 86 ]. Examples include companies operating in the food and beverage, pharmaceuticals, and healthcare sectors.…”

“…In addition, different network structures can be more (or less) favorable depending on the industry. For example, pharmaceutical supply chains may prioritize a structure that allows for higher stability and reliability over flexibility, reflecting the critical nature of pharmaceutical products and the industry's emphasis on patient safety and adherence to stringent regulations [ 86 ]. In contrast, the apparel industry is characterized by more adaptable networks oriented towards rapid response and innovation.…”

Something new, something sustainable! How network relationships shape sustainable new venture development

“…Finally, our study proposes the importance of NBAs in supporting the growth of SNVs. Recent literature has highlighted how NBAs may play a role for companies (Runfola et al , 2021a). The new ventures’ need to demonstrate their sustainable impact in any activity (Ribeiro-Soriano and Piñeiro-Chousa, 2021) reinforces NBAs’ importance.…”

“…La Rocca and Snehota (2021) focus on the specific role of suppliers, arguing that the new venture must select suppliers, but suppliers must also conceive it as attractive for their business. Therefore, beyond business relationships, the role of nonbusiness actors also acquires centrality in developing the new venture (Runfola et al , 2021a). Moreover, the potential networks to which the new venture can refer extend to include communities of enthusiasts concerning some passions (Pagano et al , 2018; Ranfagni and Runfola, 2018; Pagano et al , 2021) rather than new resource collection mechanisms such as crowdfunding platforms (Fortezza et al , 2021).…”

How Indian Pharma Industry Performed in the Last Decade? Impact of a Non-macroeconomic Variable and Financial Distress

“…The pandemic had a significant impact on the pharmaceutical industry, as well as other industries (Ayati, 2020). There are a significant number of global studies contributing to the area of the pharma sector, like Runfola et al (2021) emphasizing the importance of market access in the management and marketing of pharmaceutical companies; He et al (2020) conducted an event-based study on different Chinese industries and found health care industry to be resilient during the pandemic; Tirivangani et al (2021) examined the effect of COVID-19 on the pharmaceutical system and supply network in Namibia. In the Indian context, Ahmed et al (2020) reviewed the trade issues faced by Indian pharma firms in the view of current export policy intervention.…”