As the rules for success change, pharmaceutical and medical device companies must rethink their approach to the market. One critical element that requires transformation is product positioning. Historically, a product’s ‘value’ was determined by clinicians as they made decisions about which products to use for their patients. Yet, there is growing awareness that decisions by payers and hospital administrators can make a significant difference in clinical acceptance, market penetration rates, and overall product profitability. In order to position products for optimal market access, manufacturers must understand the pressures these stakeholders are facing, how they are responding, and the kinds of data that will influence their decision making.