Health Economics and Outcomes Research (HEOR) & Market Access: Demonstrating Value That Matters

What is HEOR/Market Access?

Health Economics and Outcomes Research (HEOR) and Market Access are specialized functions that play a critical role in the healthcare ecosystem. These disciplines focus on generating and communicating evidence to demonstrate the value of healthcare technologies (like pharmaceuticals or medical devices) to stakeholders such as payers, healthcare professionals, and ultimately patients.

HEOR involves evaluating clinical, economic, and humanistic outcomes, while Market Access focuses on ensuring that eligible patients receive rapid and continuous access to effective therapies at an acceptable cost that reflects their added value.

Your daily work

Professionals in this field operate at the intersection of science, economics, and healthcare delivery. Your daily work might include:

  • Developing health economic models to demonstrate cost-effectiveness

  • Conducting systematic literature reviews to identify and synthesize evidence

  • Creating value narratives that articulate benefits beyond clinical efficacy

  • Preparing submissions for health technology assessment bodies

  • Developing strategies to overcome access barriers for innovative treatments

This multifaceted role requires you to understand both the clinical and economic perspectives of healthcare while communicating complex information to various stakeholders.

The Collaborative Process

HEOR/Market Access professionals work in highly collaborative teams that might include:

  • Health economists who build and validate economic models

  • HEOR researchers who design and analyze real-world evidence studies

  • Market access strategists who develop pathways to reimbursement

  • Medical writers who craft compelling value narratives

  • Account managers who understand client needs and market realities

These cross-functional teams work together to develop comprehensive strategies for demonstrating value and securing patient access to treatments.

Key activities & deliverables

Working in HEOR/Market Access involves developing various materials and analyses:

  • Health Economic Evaluations: Creating models that assess the balance of costs and outcomes for healthcare interventions

  • Global Value Dossiers: Comprehensive documents that communicate a product's value proposition

  • Health Technology Assessment Submissions: Evidence packages for reimbursement authorities

  • Market Access Tools: Resources like advanced planning notifications and formulary packs

  • Value Communication Materials: Slide decks, objection handlers, and other tools that articulate value messages

Each of these deliverables requires a unique blend of scientific knowledge, economic understanding, and strategic thinking.

Career considerations

Skills and qualifications

Successful professionals in HEOR/Market Access typically have:

  • A strong scientific background (often a PhD or Masters in life sciences, economics, or public health)

  • Understanding of healthcare systems and reimbursement processes

  • Analytical skills to interpret complex data

  • Communication abilities to explain technical concepts clearly

  • Project management capabilities to handle multiple workstreams

The field welcomes professionals from various backgrounds who can bring diverse perspectives to value demonstration challenges.

Career trajectory

Most people enter the field in analyst or associate roles, working closely with experienced team members to develop core skills. With experience, you can progress to senior positions, potentially specializing in specific therapeutic areas or geographic markets.

Career advancement might lead to roles as:

  • HEOR/Market Access Director

  • Value & Access Strategy Leader

  • Health Economics Consultant

  • Pricing & Reimbursement Specialist

  • Global Market Access Lead

The skills developed in this field are highly transferable across the healthcare industry.

Is this your path?

HEOR/Market Access might be the right career if you are interested in the commercial aspects of healthcare delivery and enjoy solving complex problems that combine science and economics. This path appeals to those who want to help ensure patients gain access to innovative treatments while addressing the economic sustainability of healthcare systems.

Professionals in this field appreciate the variety in their work and enjoy learning about different disease areas and healthcare technologies. They find satisfaction in creating evidence and narratives that influence important decisions about healthcare resource allocation and patient access. The career combines intellectual stimulation with real-world impact, allowing you to contribute meaningfully to the future of healthcare delivery.

What next?