There are two key elements in any successful strategy: knowing what to do, and knowing when to do it. Yet in terms of market access, there appears to be a lot of talk about the former, but not so much about the latter.

There is no doubt that the processes and capabilities that pharma organizations need to employ have evolved. Since the creation of the UK's clinical commissioning groups (CCGs), the early development and implementation of a holistic market access solution based on local clinical and payer insight has become even more crucial.

But how do we clearly define a holistic market access journey that brings together the right mix of activities? What is the optimum time to begin engaging with stakeholders? How do we address the difficult balance between doing everything that payers ask for and doing enough so that relevant data are built into trial design, and outcomes are captured during the development process? What do payers really want to see?

These questions will be tackled on 10 December at 2pm (GMT), PMLiVE, in association with Quintiles, will be hosting a free webinar to examine when to begin developing a local value story, and engaging with payers at an earlier point, so you get a holistic understanding of the patient pathway.

'UK payer perspectives: ‘Holistic market access and the importance of early engagement’ will feature Ryan Wooller, Director of Market Access and Service Innovation, Commercial UK at Quintiles and Dr Junaid Bajwa, a GP and board member for Greenwich CCG.

The webinar and Q and A is free, so register now to watch it live on the day or access the recorded version at a later date.