3 Reasons to attend online:

1. Understand how to most efficiently develop global evidence that can best provide value to key local markets

2. Benchmark what are today’s and tomorrow’s ideal market access & cross-functional capabilities to maximise effectiveness in larger or smaller companies

3. Appreciate how to best leverage evidence to demonstrate value to key payers and HTAs

Speakers List

INDUSTRY EXPERTS

Foundation Medicine Access Innovation and PHC Lead, Pharma International, F. Hoffmann-La Roche
Chair of the “Funding Medical Technologies” group, MedTech Europe

Vice President Market Access
Medtronic

Vice President International Access, Policy & Advocacy
Myriad

Vice President EMEA/LATAM
Zoll

Senior Manager Health Policy & Economics
Zoll

 

Luqman Tariq

European Director Market Access
Stryker

 

Director, Government Affairs, Policy & Health Economics
GE Healthcare

Director, Market Access – EMEA
Teleflex

Director, Market Access and Reimbursement Affairs
Luminex Corporation

Quentin L'Huillier

Global Access & Business Intelligence Manager

Echosens

International Sales Director Italy, Central Europe, Russia and Eurasia
Echosens

Business Development Director
Xstrahl Group

EXPERIENCED SOLUTION PROVIDERS

Managing Director, MD squared
 

Principal and Founder
Hull Associates

Sr. Consultant Health Economics, MD squared
Professor & Head of Health Economics & Healthcare Management Division, Kozminski University

CEO and Founder
ValueConnected

Senior Director, Business Partnerships
Within3

    

Event Structure

Photo Gallery

Event Program

STRATEGIES FOR MARKET ACCESS IN A FAST-CHANGING ENVIRONMENT

Day 1 - MedTech & Diagnostics Value & Access - 30th March, 2021
Log-in & registration
07:30 NYC/13:30 Paris
Chairperson's opening remarks
08:00 NYC/14:00 Paris

CEO and Founder
ValueConnected

Market access as part of a cross-functional company’s strategy
08:10 NYC/14:10 Paris
  • The way forward with external stakeholder’s engagement: Payers, HTA agencies, doctors, and patients
  • Value-based healthcare trends and practices

Vice President Market Access
Medtronic

When Commercial meets Market Access– Partnership or ‘’fight club?”
08:40 NYC/14:40 Paris
Internal Stakeholder’s Perspective
  • Sales, what else is needed?
  • Market Access perspective
  • Organization - Structure and responsibility in an ideal setup
  • Real world – Two opposite sides or a partnership?
  • Sales expectations regarding reimbursement explanation tools
  • Win-Win?

Vice President EMEA/LATAM
Zoll

Successful evidence development for global launches
09:10 NYC/15:10 Paris

In today's demanding world of national requirements, how can companies develop the right evidence portfolio to succeed? How can they integrate evidence for payers with their regulatory studies?  This in depth review will discuss core principles in evidence development for diagnostics and therapeutic medical devices, and how these concepts can align with the requirements of the major global markets -- the UK, France, Germany, Japan and the USA. Learn about the evolving landscape of evidence demands in:

  • The UK, with NICE's development of new pathways for innovative devices
  • France's Forfeit Innovation and evidence demands
  • Germany's NUB evidence review requirements for high risk devices
  • Japan's emerging new pathways for breakthrough innovations
  • The US Medicare programs special coverage of FDA designated Breakthrough Devices

Principal and Founder
Hull Associates

Sponsored Break: Within3 product showcase
09:40 NYC/15:40 Paris

Senior Director, Business Partnerships
Within3

    

Policy-driven research or Research-driven policy? What is the way forward to enhance market access?
10:00 NYC/16:00 Paris
Luqman Tariq

European Director Market Access
Stryker

 

Demonstrating the value of MedTech digital solutions to Payers and HTAs
10:30 NYC/16:30 Paris

Foundation Medicine Access Innovation and PHC Lead, Pharma International, F. Hoffmann-La Roche
Chair of the “Funding Medical Technologies” group, MedTech Europe

Creating Product Value To Capture Market Opportunities in Post-COVID era – A multi-disciplinary roadmap for success
11:00 NYC/17:00 Paris
  • Key decisions of today that brings you into the world of opportunities tomorrow
  • Setting out Product Claims with recognizable aspirational value.
  • Understanding pricing & reimbursement landscape and payers needs
  • Designing adequate evidence to demonstrate this value for regulatory and reimbursement purposes.
  • Informed choices for stronger claims and data generation with the full circle of multi-disciplinary insights  
  • Defining key success factors to capture new market access opportunities

Managing Director, MD squared
 

Sr. Consultant Health Economics, MD squared
Professor & Head of Health Economics & Healthcare Management Division, Kozminski University

The cross- functional role of market access in a smaller company
11:30 NYC/17:30 Paris

We live in a world where researchers, healthcare providers, pharmaceuticals collaborate more closely than they used to. Collaboration requires information sharing and this brings the challenge of ensuring sensitive information is not shared. In google cloud, we have used ML approaches to build tools for de-identification of data, NLP and search to make finding information a little easier.

Director, Market Access and Reimbursement Affairs
Luminex Corporation

Panel Discussion: Developing robust, quality evidence of a device‘s value
12:00 NYC / 18:00 Paris
  • Data to evidence: What data sources are available that add value? (i.e. clinical, real-world, publications)
  • What data really makes a difference for external stakeholders to aid decision-making?
  • What can companies do to better develop evidence in a cost-effective manner?
  • Possible solutions to a lack of evidence

Foundation Medicine Access Innovation and PHC Lead, Pharma International, F. Hoffmann-La Roche
Chair of the “Funding Medical Technologies” group, MedTech Europe

Vice President Market Access
Medtronic

Vice President EMEA/LATAM
Zoll

Director, Market Access and Reimbursement Affairs
Luminex Corporation

Luqman Tariq

European Director Market Access
Stryker

 

End of day one
12:30 NYC/18:30 Paris

VALUE-DEMONSTRATION TO PAYERS

Day 2 - MedTech & Diagnostics Value & Access - 31st March, 2021
Log-in & Registration
07:30 NYC/13:30 Paris
Chairperson's opening remarks
08:00 NYC/14:00 Paris

Foundation Medicine Access Innovation and PHC Lead, Pharma International, F. Hoffmann-La Roche
Chair of the “Funding Medical Technologies” group, MedTech Europe

Thoughts on evidence generation and the conduction of HTA: Pitfalls and suggestions
08:10 NYC/14:10 Paris

Senior Manager Health Policy & Economics
Zoll

 

Demonstrating value and gaining reimbursement in France
08:40 NYC/14:40 Paris

Director, Market Access – EMEA
Teleflex

From value-based healthcare to network value
09:10 NYC/15:10 Paris

COVID-19 significantly impacted how providers reach out to patients. Besides, there has been a series of changes in the reimbursement and funding of medical technologies and procedures. These aspects created opportunities to address new market needs and leverage data and learning to deliver more value to a growing network of payers, providers, and patients. Welcome to the new era of Network Value.

CEO and Founder
ValueConnected

Break
09:40 NYC/15:40 Paris
The value of big data and AI solutions in healthcare and its impact on market access
10:10 NYC/16:10 Paris
  • What is Real-Time Healthcare?
  • Digital transformation during Covid
  • The command center framework
  • Market access process and valuable KPI of digital solutions in a command center
  • Case studies

Director, Government Affairs, Policy & Health Economics
GE Healthcare

Market access approaches through channel partners: a case study
10:40NYC/16:40Paris

International Sales Director Italy, Central Europe, Russia and Eurasia
Echosens

Quentin L'Huillier

Global Access & Business Intelligence Manager

Echosens

How value-based approach is transforming the MedTech industry
10:40 NYC/16:40 Paris
  • Integrating market access, medical affairs and deep clinical understanding
  • Building a strategy with KOL engagement and collaboration with scientific societies - a case study explaining the process and decision-making algorithms
  • Clinical guidelines, the reimbursement system and medical standards and protocols as a key focus of the strategy

Business Development Director
Xstrahl Group

Molecular and Companion diagnostics market access overview and trends
11:10 NYC/17:10 Paris

Vice President International Access, Policy & Advocacy
Myriad

Panel discussion: Implementing device & diagnostic value-based models to satisfy payer needs and build trust
11:40 NYC/17:40 Paris
  • What can the industry do to better reflect the product’s through value in the product’s dossier?
  • Overcoming measurement, monitoring & implementation difficulties in reality
  • How can companies adjust their value demonstration in global markets? What are the different ‘’value’’ requirements in different markets?

Business Development Director
Xstrahl Group

Vice President International Access, Policy & Advocacy
Myriad

Senior Manager Health Policy & Economics
Zoll

 

Director, Government Affairs, Policy & Health Economics
GE Healthcare

Quentin L'Huillier

Global Access & Business Intelligence Manager

Echosens

End of day two
12:10 NYC/18:10 Paris

EVENT PARTNERS

Speaker Biographies

Markus Ott

Foundation Medicine Access Innovation and PHC Lead, Pharma International, F. Hoffmann-La Roche
Chair of the “Funding Medical Technologies” group, MedTech Europe

Markus A. Ott is a Global Medical Technology Professional with more than twenty years successful experience in international/global commercial & non-commercial roles he has become a highly effective and creative industry leader with extensive knowledge of the healthcare market.

Currently he is leading the Market Access & Health Policy department at Roche Diagnostics International (CPS) based in Rotkreuz/Switzerland.

His passion are all aspects of his job but primarily Value Based Healthcare & the digitalization of our industry.

He is/has been a member of global Management teams for various companies and associations. So, Markus has been member of the Executive Board of MedTech Europe as well as the Swiss Diagnostic Association. He acted as Chair Elect and Executive Board Member of EPPOSI (European Platform for Patient's Organizations, Science & Industry). Currently he chairs the HTA IVD & Value of Diagnostics Working groups @ MedTech Europe.

Finally, he is author of multiple publications as well as chair, panelist and speaker at many global conferences.

Rafael Casas-Don

Vice President Market Access
Medtronic

Creative, international and multi-cultural business, communications and public affairs executive, lawyer and entrepreneur with results-driven management experience in business development, corporate and public affairs, government relations, corporate social responsibility, crisis management, branding and positioning, stakeholder engagement, product and corporate marketing, across industries-- from healthcare to not-for profit. Specialties: Strategic corporate communications, corporate affairs, government relations, crisis and issues management, perception management, employee and change management communications, media relations, marketing communications, labor relations, industry engagement, corporate responsibility, compliance communications, issues advocacy, multicultural communications.
Currently working as Vice President Market Access, Latin America at Medtronic. Previously worked as Vice President of Public Affairs and Director Communications Latin America Region at Baxter, and had several managing positions at Burson-Marsteller in past.

Benjamin Gannon

Vice President International Access, Policy & Advocacy
Myriad

Benjamin Gannon joined Myriad Genetics in March 2019 and is responsible for international market access, policy and advocacy.  Mr Gannon has over 20 years of European and international experience with the life sciences and biotech sector.   Before joining Myriad, he was responsible for international government affairs, policy and patient engagement with Vertex Pharmaceuticals.  In this role he established and led government affairs and patient engagement for Vertex’ operations internationally – this included support to market access strategy and regulatory policy.  Mr Gannon is a Board member of EUCOPE, the European Confederation of Pharmaceutical Industries.
Before joining Vertex, Mr Gannon was Vice President for Group Public Affairs for SCA and has held senior government affairs and policy roles with Gilead, Johnson & Johnson and GlaxoSmithKline.  He is a dual German/ UK national and holds Bachelor and Masters degrees in Biology from Southampton University  (UK) and Imperial College (UK) respectively.

Thorsten Fischer

Vice President EMEA/LATAM
Zoll

Financial Analysis for Nonfinancial Managers / University of Chicago Booth School of Business 2013

Truck Park Manager 1990-1991

Sales Rep FORD /Spec Sales Rep Commercial Vehicles 1991-1995

Sales Rep KFB Extramobile GmbH /Regional Manager East Emergency Vehicles 1996-2000

Territory Manager Resuscitation Business ZOLL Medical Deutschland 2000-2008

Sales Manager Resuscitation Business ZOLL Medical Deutschland/Österreich 2008-2010

Country Manager ZOLL Medical Deutschland/Österreich/Schweiz (DACH) Temperature Management 2010-2018

Manager Temp Management Europe ZOLL Medical 2018-2019

Manager Temp Management EMEA/LATAM ZOLL Circulation 2019-….

Geschäftsführer ZOLL Medical Switzerland AG und ZOLL Medical Österreich GmbH

Prokurist ZOLL Medical Deutschland GmbH

Frank Semrau

Senior Manager Health Policy & Economics
Zoll

 

My name is Dr. Frank Semrau, I was born and went to school in the northern part of Germany (Lüneburg near Hamburg). I studied Biology in Göttingen and got the Diploma in Biology (Biochemistry, Microbiology) at the Georg-August University of Göttingen. I conducted my thesis at the University Hospital of Göttingen, Center for Hygiene and Human Genetics and got a PhD from Georg-August University of Göttingen (Biochemistry, Medical Microbiology), as well.

I started my business career at, then, one of the 10 biggest pharmaceutical companies Pharmacia which merged with Pfizer some years later, as a Regional Manager Health Politics, dealing with Associations of Statutory Health Insurance Physicians which control ambulatory prescriptions of pharmaceuticals.
In 2004 the DRG system was introduced in Germany and I attended and supported the implementation as a Manager Health Economics/Government Affairs with Boston Scientific (Medical devices) for almost nine years, the last years as a department deputy. While I started with responsibility for all products, with growing department I specialized in vascular and cardiac medical technologies like stents, ICDs and pacemaker.
Since 2012 I am with ZOLL CMS as a Strategic Reimbursement Manager for European countries. I am responsible for European market access and reimbursement of the wearable cardioverter defibrillator (WCD) “LifeVest” with a strong focus on Germany. From this point of view I have a very broadly defined idea of MA & Reimbursement, including preparation and optimization of reimbursement applications and coding, as well as initiating support by physicians, clinical studies, guidelines, patient organizations, health economic assessments and models, HTAs, pricing, politics, PR and social opinion. Currently my main goal is the seamless protection of patients with high risk for sudden cardiac death (SCD) in and particularly outside the hospital.

Massimo Barberio

Director, Government Affairs, Policy & Health Economics
GE Healthcare

MASSIMO G. BARBERIO is actually GovernmentAffairs, Policy& Health Economics Director Italy in GE Healthcare Italy He started his career working in the commercial department of a medium size pharmaceutical company, dealing with diagnostic hospital pharma products. After several assignments in marketing field for several large pharmaceutical companies, in 2007 he joined GE Healthcare, as South Europe Marketing Director for the Pharmaceutical Division.Since 2011Massimocovers the role of GovernmentAffairs, Policy& Health Economics Director Italy in GE HealthcareMedical Systems, dealing with the technological and pharmaceutical product portfolio and managing the Market Access activities in General Electric Healthcare. In his activity he managesthe Company official relationships with Institutions like Government and Parliament members, Health and University Ministry, Government Agencies, Professional Societies. He is in the staff of the Southern Europe President of GE Healthcare. He is member of the Italian Society of Clinical Radiology since 1995, and he is also part of the Italian Association of Nuclear Medicine, Massimo obtained also several academic assignments: appointed as Visiting Professor at the Radiology School of the Medicine Faculty at the Milano Bicocca University and as lecturer at the MBA courses at L. Bocconi University and Management School in Milan and at LUISS University in Rome, he is actually Visiting Professor at the Research Centre for study on Healthcare Management at the LIUC University of Castellanza and member of the steering committee and Professor atthe School of Finance and Management at Universitàdel Piemonte Orientale di Novara. He is author of several clinical and pharmacoeconomy papers published on some national and international peer reviewed journals, as the Italian Journal of Radiology and the California Management Review. He has a master’sdegree in Biology and a Master in Strategic Marketingandalso MasterinHealthcareEconomy and Management Born in Milan 60years ago,Massimo is married with Angela and they have one son, Daniele, 31years old and one daughter, Martina 27years old. He enjoys spending his time with his family and reading, and after a brilliant career as Italian major league Handball referee, actually his sport activity is limited todiscussions with friends on soccer games seen on TV.

Marcus Simon

Director, Market Access – EMEA
Teleflex

Marcus has worked in medical devices for longer than he would care to admit. He began his career in UK hospitals as a cardiac technician. After only eight years he joined St Jude Medical as a junior member of the UK clinical operations team. Quickly promoted to the European headquarters he spent a number of years in Brussels performing various roles in clinical trials and medical affairs covering both European and International markets before crossing over to the market access team, again supporting both European and international markets. Marcus left St Jude to join Second Sight, a small company pioneering retinal implant technology. Marcus is currently the European market access head for Teleflex. He lives in Brussels with his wife and two children.

Stephanie Ibbotson

Director, Market Access and Reimbursement Affairs
Luminex Corporation

Stephanie Ibbotson heads the Market Access and Reimbursement Affairs department at Luminex Corporation.  Stephanie joined Luminex in 2015 where she developed the Strategic Marketing department.  Stephanie holds a BSc in Genetics from Western University, an MBA from Laurier University, an MPH from the University of Liverpool and is a certified management accountant.  Stephanie is passionate about healthcare reform and as the associate director of MDx for QIAGEN, worked with the provincial health systems in Canada to implement a new cervical cancer prevention program.  In her current role Stephanie is focused on building clinical utility evidence for syndromic assays to achieve value-based reimbursement coverage.

Nicolas de Ricou

International Sales Director Italy, Central Europe, Russia and Eurasia
Echosens

Nicolas holds a Master in Business from ESSEC (2008) and a master in History from the Sorbonne University in Paris (2005).

Having started as a consultant for Izsak Grapin & Associés in 2006 where he worked noticeably for ROCHE Pharma, he joined the Consumer Products division of L’OREAL in 2010 as a territory Manager to develop sales through the structuring and the optimization of the local distribution network. In 2012, he integrated L’OREAL Marketing team in Paris to reinforce the Matrix haircare brand in France.

After 2 years with Septodont where he managed and developed the international distribution network in the CIS Countries, he joins Echosens in 2017 where he currently works as International Sales Director for Italy, Central Europe, Russia and Eurasia.

Julya Zuenkova

Business Development Director
Xstrahl Group

Julya A. Zuenkova, MD, has a medical background working as clinical doctor and healthcare deputy director, implemented LEAN and clinical audits into Russian healthcare system, uses social marketing tools.

From 2010 she is working in MedTech field and has a big experience in manufacturing companies and also distributor company experience. She was working with different types of medical devices – innovative devices, consumables and capital equipment at radiology, cardiology, endovascular fields.

Within her career she was working in emerging markets: Russia, CIS and participated in APAC and EMEA projects.

Julya Zuenkova has marketing degree and is a Certificated Expert in Marketing Communication, Member of Marketing Guild Union.

Claus Schaffrath

Managing Director, MD squared
 

Claus is a physician and electrical engineer with more than 20 years of experience in the hospital and medical device industry. He is the founder of MD squared, a Medical Consultancy for Medical Devices. MD squared’s passioned and inter-disciplinary team of experts helps you to make informed choices to optimize the value of your Medical Device during development, market introduction and throughout its life cycle. In our structured programs we help you to systematically translate clinical and regulatory requirements into differentiating Product Claims and demonstrated patient and economical benefit.

Stephen Hull

Principal and Founder
Hull Associates

Stephen Hull is Principal and Founder of Hull Associates LLC, a specialized global reimbursement and market access consultancy. He and his firm leverage over 25 years of experience in US and global reimbursement and in-market expertise on behalf of pharma, medical device and diagnostics Clients. Prior to forming Hull Associates in 2007, he served as SVP for Global Reimbursement at AdvaMed, in Washington, D.C. and as chair of the ISPOR Medical Devices Council. Stephen holds a Master’s degree in health policy from the Johns Hopkins Bloomberg School of Public Health, and a bachelor’s degree in international relations and French from Colgate University.

Katarzyna Kolasa

Sr. Consultant Health Economics, MD squared
Professor & Head of Health Economics & Healthcare Management Division, Kozminski University

Driven with the passion to health economics, I have more than 20 years of academic and industry experience in the field of healthcare. Holding various Regional and Global leadership positions, I have been working extensively within public health sector as well as pharma and medtech industry.

After six years employment at the Kalmar County Council in Sweden, I held global and regional Health Economics & Outcomes Research (HEOR) positions at AstraZeneca and BiogenIdec respectively. At Bristol Myers Squibb and Lundbeck I lead Market Access teams in Central Eastern European (CEE) and Nordic Region. In the last five years, I gained experience with the pricing &reimbursement challenges in the field of medical devices. I supported Straub Medical as Global Market Access Lead. Before that, I was Senior Sales Director responsible for HEOR at GE Healthcare.

Since 2018 I am a Professor at the Kozminski University heading Health Economics & Healthcare Management Division (HeM). I am the leader of the International Master Program Health Economics & Big Data (HEBDA) financed by the EU research grant. In October 2020, I was nominated to  the ISPOR’s Health Sciences Policy Council (HSPC). Since January 2020, I am chair elect of ISPOR Special Interest Group Digital Health as well.

My biggest strength is the market access planning for a successful pricing & reimbursement strategy. Knowledgably of HTA guidelines, DRG financing and hospital procurement pathways across EU & US settings, I will be able to advice on the optimal market entry that ensures the best differentiation of a given technology against alternative treatment options

Ernesto M. Nogueira

CEO and Founder
ValueConnected

Ernesto is the Founder and Managing Director of ValueConnected. He has over 23

years of experience leading healthcare strategies to drive access and expansion for new products, developing value propositions for both public and private stakeholders and assessing global market opportunities. He has worked for both government agencies and global healthcare companies in roles ranging from strategic marketing and new product development to health economics and reimbursement. Ernesto has led several Market Access projects across Europe, US, Middle East and Latin America. Ernesto holds an MBA from the University of Texas at Austin and is fluent in English, Spanish and Portuguese.

Luke Rogers

Senior Director, Business Partnerships
Within3

    

Luke Rogers is the Senior Director of Business Partnerships at Within3. Luke's background includes degrees in Business, Science & a Masters' in Health Economics. He's worked for almost 15 years in Life Sciences in Live Events, including Running & Moderating Advisory Boards, Investigator Meetings, Payer Panels & Large Congresses. Luke's role is to assist Life Sciences clients of all sizes and scopes to operationalize their digital strategy, particularly around Stakeholder Engagement.

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