On 15 April 2026, we partnered with ISPOR to present a webinar exploring how the full healthcare ecosystem, patients, physicians, regulators, and payers, is shaping the future of access strategies. Our panel featured industry experts Tijana Ignjatovic, Dominic Jones-Phillips, Sarah Kerr, and Gerrit-Jan Verbeek.
How often do we pause and consider what defines value for an asset across the entire healthcare ecosystem? Not just what we usually do, but what really matters in a modern context.
In this webinar, our speakers explored how various stakeholders in the healthcare ecosystem, and their often-divergent priorities, impact access, and how this dynamic should prompt teams to reimagine fresh approaches. The perspectives shared in this session are informed by extensive engagement with global payers and stakeholders across diverse healthcare systems, reflecting insights drawn from multinational access strategy and evidence generation work.
With increased cost pressures and rising societal expectations, managing healthcare trade-offs now involves far broader stakeholders than ever. From patients to physicians, and from regulators to payers, it is the healthcare ecosystem that ultimately decides what happens with access—not individual stakeholder types or isolated organizational decision-makers. Gone are the days when it was enough to think of value solely from the perspective of payers, build the evidence base, deliver a well-reasoned argument, and trust the process.
Yet few Global Market Access teams proactively set out to define a healthcare ecosystem–driven value strategy for their asset.
The question is no longer what payers consider to be the value drivers to achieve the promise of reimbursed access. Instead, the questions are:
- Who are the new stakeholders?
- What will embody holistic value to each of those stakeholder groups, in the context of the healthcare ecosystem?
- What will cut through the noise of competing, equally deserving priorities, to galvanize action?
Learning Objectives:
- Understand the concept of healthcare ecosystem decision-making as it relates to access.
- How to re-frame the end-goal of Global Market Access in the reality of day-to-day payer life.
- Provide clear pointers as to how Global Market Access teams can adapt, evolve and thrive.
Moderator:
- Tijana Ignjatovic, PhD, Vice-President, Access & Pricing, Genesis Research Group, United Kingdom
Speakers:
- Dominic Jones-Phillips, PhD, Vice-President, Access & Pricing, Genesis Research Group, United Kingdom
- Sarah Kerr, MRPharmS, MSc, Commissioning Pharmacist, United Kingdom
- Gerrit-Jan Verbeek, Director, D&A Conclusion, Utrecht, Netherlands
