With healthcare reform now opening the door to more insured patients, it is not overwhelming what we hear nowadays that market access is dead and patient access is the new prescription for healthcare marketing. Patient access helps when there is precariousness in the benefits, which will never be fully known until a product is used in the real world and over a period of time. A patient access centered mindset aims to understand the patient and provider pathways, with the ultimate objective that all those patients who can optimally benefit from a product can have the access to the product. Instead of a win/lose mindset at the core of market access, patient access tries to create win/win/win solutions that lead to value for patients, companies, and the healthcare system at large. In such a scenario, several issues that should deal with patient access should be addressed such as: Patient access as a guiding principle across all functions Developing a clear and compelling value proposition for each stakeholder group Creating a formal framework for understanding the impact of decisions on patient access Getting payer input and advice early on Enhanced patient satisfaction Improved communication through shared data