
Market Access: A Patient-Centered Vision
As we have seen in previous posts, market access in the pharmaceutical sector allows therapies to reach the largest number of patients who need them, breaking down barriers of availability and affordability.
How to develop tenacity to negotiate and how to use it successfully?
Neurologist
According to the famous English writer and scientist Matt Ridley, author of the famous book The rational optimist, weekly columnist for the magazine Times and author of the TED talk “When ideas have sex ”, with two million visits. One of the most important tips that we should all receive is "Fear nothing"
"People who succeed are not smarter than us"
"The adult world is not full of gods"
"It's just people who have acquired the skills and habits that work for them"
And I would personally add, "And they generate the correct results"
Without tenacity or courage, there is nothing
But how does that apply in negotiation?
All the time, when we are negotiating, it is frequent to hear from our clients, colleagues, bosses, friends and family, words or phrases such as:
"No", "it can't be done", "I don't want to", "what you propose can't be done", "it's impossible"
Tenacity is key to overcoming these barriers, but what is being tenacious?
Somehow being tenacious is be brave and stubborn. It is not giving up just because the other person sees barriers that we do not see, or that we see passable.
To be tenacious in a negotiation ...
-That is, just when the person you are negotiating with tells you “it can't be done” or “that's impossible”, think about what the consequences will be of NOT achieving this negotiation successfully, what's more, exaggerate these consequences. This will force you to feel like you have to insist, be tenacious.
-Think about how you will feel when you leave the place without having been able to reach an agreement. Recreate these sensations for a moment and I assure you that you will not like them. That will make not giving up not an option.
-I make a clarification, these instructions assume that you are well prepared, that you did the task well done and you know very well what you are proposing and how you are going to implement it.
Now, to the point ...
Being tenacious in a negotiation and having the “how” arguments will help you avoid falling into the trap of wanting to reach an agreement quickly. They will help you show that:
I want to emphasize point 3. You will find people who in negotiations want to put us against the doors with their tone of voice, their aggressive comments, or creating a sense of scarcity. All this for you to negotiate fast. Mistake, never get put in this situation.
Be tenacious and put up with the urge to reach an agreement quickly, until you reach a good agreement.
Most of the time, it is better to not reach an agreement than to reach a bad agreement
In conclusion
As we have seen in previous posts, market access in the pharmaceutical sector allows therapies to reach the largest number of patients who need them, breaking down barriers of availability and affordability.
Access barriers are caused by multiple factors, some authors affirm that among these causes, which also promote inequity, are the privatized model of pharmaceutical innovation and the condition of monopoly ...
Prioritizing the use of scarce resources to generate the greatest gain in health, improve quality of life and reduce the numbers of mortality from all causes in the population are the purposes of health systems.