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Market Access Strategies: Nudging Negotiations Along

 
• By Leela Barham

Deals in pharma to secure market access are now business as usual. More deals will be needed in future too. Yet they take time and are not easy to successfully conclude. Could nudging the negotiations help?

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“Nudging” has become a common phrase in health care, with nudges being used to encourage patients to turn up to appointments through to making a game of taking exercise. According to Harvard University professor, Cass R Sunstein, “nudges are private or public initiatives that steer people in particular directions but also allow them to go their own way.”

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