The NHS is changing – and fast. Structural reform, financial pressure, and relentless demand mean that what mattered last quarter might not matter now. To make your therapies succeed, it’s not just about having a strong value proposition. It’s about making sure that proposition is being delivered to the right people, in the right way, at the right time.

Pharma companies can no longer base their engagement strategy on a static map of the NHS. What matters today is knowing how systems are structured at a locality-by-locality level — and more importantly, understanding how those structures are evolving. With the upcoming abolition of NHS England and anticipated ICB mergers, the landscape is shifting again. What this means in practice is simple: the decision-making ecosystem is broader, more fluid, and far more complex.

That complexity lands on people. The ‘who’ in decision-making isn’t just medicines management anymore. In many ICBs, finance leads are now overriding traditional payer roles as they scramble to meet impossible savings targets. Sustainability leads, commissioning managers, and even clinical operations leads are all stepping into the conversation — each with a different lens, and different priorities.

If you don’t know who’s calling the shots in your key geographies — or why — you’re in the dark.

Your value proposition has to evolve too. It's no longer enough to say, "we save money" or "we improve outcomes." The message must be nuanced and hyper-relevant. NHS stakeholders are under pressure to address three major challenges: financial sustainability, service capacity, and clinical workforce development. The strongest propositions speak directly to at least one of these — and ideally more.

But that message must be locally tailored. Do they have under-pressure intermediate care services? Are PCNs delivering services that used to be based in secondary care? Are acute trust beds permanently blocked with avoidable admissions? If so, how can your therapy help?

This is the level of insight you need to engage effectively — and it’s exactly what NeoNavitas delivers. We work with pharma teams to translate their value into local NHS priorities and speak directly to the people who matter most.

If your message isn’t cutting through, let’s talk.