Unlocking market access

Rosanne Joseph-Anthony considers strategies for success

ROSANNE JOSEPH-ANTHONY

Rosanne Joseph-Anthony is the founder, clinical director, and leading aesthetic nurse practitioner at Healthium Clinics. With over thirty years of experience as a registered general nurse, she has specialised in intensive care and cardiac care nursing and holds a particular interest in injectablebased aesthetics. Joseph-Anthony is a qualif ied trainer and assessor in clinical practice and provides education and support to health professionals worldwide. She is managing director for Accellerate, a market access consultancy specialising in global to UK market access.

Aesthetic medicine is not just about enhancing appearances, it’s an industry thriving on innovation, consumer demand, and technological advancements. Yet, for companies aiming to penetrate this lucrative sector, a carefully crafted market access strategy is the difference between fleeting visibility and sustained success.

BREAKING DOWN BARRIERS: REGULATORY APPROVAL

Regulatory approval is the gatekeeper of market entry. Agencies like the United Kingdom Medicines and Healthcare products Regulatory Agency (MHRA) or the United States Food and Drug Administration (FDA) agency impose stringent safety and efficacy requirements. For companies, demonstrating compliance means not just ticking boxes but building trust. And as regulatory landscapes shift - think Brexit or new FDA guidelines companies need to stay agile, adapting their strategies to align with changing requirements.

DECODING THE MARKET LANDSCAPE

Understanding the distinctions of the market is critical:

• Who are your competitors?

• What are patients looking for?

The answers lie in detailed market analysis. Patients today lean towards natural, minimally invasive treatments, a trend that’s reshaping the industry. Pricing strategies, too, play a pivotal role. From premium tiers to financing options, knowing what works for your audience can drive adoption.

ENGAGING THE RIGHT STAKEHOLDERS

No product stands alone. Building credibility requires engaging with clinicians, key opinion leaders (KOLs), and influencers. Training programs and partnerships can amplify your reach. Equally vital is tapping into distribution networks – be it clinics or digital platforms to ensure your products find their market.

CARVING YOUR NICHE: THE VALUE PROPOSITION

Differentiation is everything in a crowded market. Whether it’s pioneering technology, exceptional clinical results, or eco-friendly credentials, your unique selling point must resonate with both providers and patients. Highlighting cost-effectiveness and convenience can solidify your position as a preferred choice.

MASTERING MARKETING AND COMMERCIALISATION

From Instagram reels to in-depth webinars, effective marketing today spans multiple channels. Content that educates, inspires, and informs can build trust and drive demand. Initial promotional pricing might create a buzz, but long-term value is what keeps patients coming back.

SUSTAINING SUCCESS POST-MARKET

The journey doesn’t end at market entry. Monitoring performance, gathering feedback, and ensuring compliance are critical for maintaining trust. Innovating based on real-world outcomes keeps your offerings relevant and competitive.

VENTURING INTO GLOBAL MARKETS

Expanding beyond borders is a daunting but rewarding challenge. From tailoring products to meet regional preferences to navigating cross-border regulatory requirements, a strategic approach to globalisation can unlock vast potential.

A WINNING FORMULA

The aesthetic medicine industry is brimming with opportunities for those who get their strategies right. It’s about more than meeting regulations or crafting the perfect ad – it’s about understanding patients, adapting to market dynamics, and constantly innovating. With the right mix of insight, engagement, and execution, companies can not only enter this dynamic market but lead it.