Market access teams have spent years investing in better insight. More data. More analyses. More evidence.
Today, the differentiator isn’t insight, it’s activation.Â
Across the industry, organizations are generating increasingly sophisticated analyses, yet still struggle to turn those insights into coordinated action across HEOR, Medical, and Commercial teams. Evidence is produced, slides are built, and decisions are made sequentially instead of in sync.
That gap is where access momentum is lost.
Insight Isn’t the Problem Anymore
Most manufacturers now have access to more data than ever: claims, EMR data, advisory feedback, economic models, and real-world evidence.
But access to data isn’t the same as access to insight.
In many organizations, EMR data remains difficult to operationalize at scale, fragmented, inconsistently interpreted, and often used only to supplement claims-based analysis rather than anchor it. Clinical nuance gets lost. Context disappears. And insights struggle to travel across HEOR, Medical, and Commercial teams in a way that supports real decision-making.
The challenge isn’t a lack of information. It’s fragmentation.
HEOR teams answer one set of questions. Medical teams validate another. Commercial teams plan around timelines and assumptions that don’t always align. Insights live in decks and platforms, but rarely move fluidly across functions.
The result is strong analysis and slow execution.
The Activation Gap
Activation breaks down when:
- Evidence is generated too late to shape strategy
- Functional teams operate on different timelines
- Assumptions aren’t shared or pressure-tested cross-functionally
- Strategy evolves in silos rather than collaboratively
In a payer environment that continues to move quickly and demand clarity, this disconnect becomes a competitive liability.
High-performing access teams are recognizing that alignment is no longer a “nice to have.” It’s an operating requirement.
What a Cross-Functional Access Operating Model Looks Like
Leading organizations are moving toward a different way of working — one where insight flows continuously across functions instead of stopping at handoffs.
In this model:
- HEOR, Medical, and Commercial engage earlier
- Evidence generation, payer feedback, and scenario planning happen in parallel
- Assumptions are surfaced, tested, and refined collaboratively
- Strategy evolves in real time as new information emerges
This isn’t about more meetings. It’s about shared visibility and faster activation.
Where Activation Becomes Possible
At eMAX Health Systems, platforms such as MAVA®, Elasticity™, and Contracting ROI are designed to support this operating model by enabling shared visibility, cross-functional scenario testing, and faster alignment around tradeoffs.
And this is also where EMR-first, decision-grade evidence approaches, such as EMRClaims+®, become fundamentally different.
Rather than treating EMR as a supplemental data source, EMRClaims+ grounds insight in documented clinical reality, with claims linkage applied only when it meaningfully extends longitudinal understanding. That foundation makes insight more interpretable, more defensible, and more usable across HEOR, Medical, and Commercial teams — supporting analysis and activation.
The value isn’t the platform alone. It’s what the platform enables: alignment at speed.
Market access leadership today isn’t defined by who generates the most insight.
It’s defined by who can activate insight across HEOR, Medical, and Commercial.