Access functions are becoming increasingly central to the customer engagement process. The shift in position of this function is one of the key trends faced by the pharma industry. Companies need to adapt to remain competitive and to be able to provide value to the patient faster without getting stuck in a position where they will not be able to serve the market. As in most cases, technology can help. Especially alongside renewed processes and organisational changes, a shift in technology usage can provide immediate benefits. Market access, being extremely data driven, could typically take advantage from this technology trend. This BASE whitepaper details the existing trends around the role of market access and elaborates on the synergies of using technology.