This session highlights proven applications of generative AI across leading pharmaceutical organizations—spanning evidence synthesis, payer communication, HTA submissions, and access strategy optimization. Speakers will share practical lessons, governance approaches, and best practices demonstrating how AI enhances efficiency, transparency, and decision-making across the product lifecycle.

This workshop examines how real-world connectivity data, wearables, and behavioral insights reveal the patient experience between clinical visits. Cross-stakeholder experts will discuss how these continuous data sources enhance understanding of adherence, outcomes, and quality of life—creating measurable value for manufacturers, payers, clinicians, and patients alike.

This session explores global inequities in financing pharmaceutical innovation, examining how differential country contributions, pricing policies, and access delays affect R&D sustainability. Panelists will share findings from PhRMA and leading consultancies and discuss policy options to balance fairness, access, and shared responsibility across nations.

This session examines how policy and pricing reforms across the U.S., Europe, and emerging markets are influencing one another. Experts will discuss global interdependencies—from IRA and MFN pricing to the EU JCA and Beneluxa—and share strategies for navigating evolving access frameworks and cross-regional impacts.

As traditional market access tools lose relevance, global teams are rethinking how to support affiliates effectively. This interactive workshop explores innovative collaboration models, smarter access tools, and emerging technologies that help local teams deliver stronger payer value propositions and drive efficient, country-specific access strategies.

This panel examines how evolving pricing frameworks, reimbursement challenges, and policy reforms are influencing R&D priorities and investment decisions. Experts from pharma, biotech, and finance will discuss how these forces are reshaping innovation, commercialization strategies, and global patient access in an increasingly constrained market environment.

This session explores how current HTA frameworks and treatment pathways may undervalue biosimilars’ potential to expand access and improve outcomes. Experts will examine international approaches, policy gaps, and practical strategies to optimize biosimilar adoption, align pricing with value, and ensure patients benefit from post-expiry innovation.

This panel unites experts from manufacturers, pharmacies, and hospitals to discuss the intersection of MFP implementation and the evolving 340B Pilot Program. Panelists will examine regulatory, operational, and compliance challenges while sharing collaborative strategies to balance financial sustainability with improved patient access and community health.

As state-level policymaking increasingly shapes patient access, this session explores how market access teams can navigate a fragmented environment. Panelists will discuss emerging state trends, data-driven prioritization, and cross-functional strategies to align engagement, contracting, and patient-support programs with diverse and evolving state policy landscapes.

With the rise of Lilly Direct and the launch of TrumpRx, direct-to-patient commercial models are reshaping U.S. market access. This session examines emerging opportunities and challenges—from pricing and channel strategy to payer impact and brand control—as manufacturers evaluate whether, when, and how to engage in direct patient sales.

This session explores how market access professionals can expand their influence and leadership through strategic career moves. Senior leaders and executive search experts will discuss transitions across global, local, and commercial roles—highlighting opportunities, trade-offs, and how access expertise drives broader organizational impact and executive growth.

As Joint Clinical Assessments (JCAs) and Joint Scientific Consultation (JSC) reshape evidence expectations across Europe, their impact now extends well beyond EU HTA processes to influence global development, launch sequencing, and access strategy. This intensive Executive Training equips senior Market Access, HEOR, and Evidence leaders with practical insight into what is new, what remains unchanged, and why early alignment is now critical.
Through expert instruction, industry perspectives, and applied case work, participants will gain actionable learnings on PICO interpretation, evidence gaps, operating model design, and first-year JCA lessons, enabling organizations to translate JCA requirements into global readiness and effective local execution.

Evolving policy frameworks such as the Most Favored Nation (MFN) model are redefining global pricing and access dynamics. This session brings together industry and policy experts to explore how MFN implementation and monitoring are influencing launch sequencing, payer engagement, and evidence planning. Panelists will share strategies for balancing value, equity, and compliance across markets and discuss how companies can adapt pricing governance, contracting models, and launch frameworks to remain competitive amid shifting policy and transparency requirements.

The advocacy angle: how industry responds to the policy environment outlined in Plenary 1. This session examines how pharmaceutical and biotech companies, trade associations, and advocacy groups are engaging policymakers to shape access policies in an evolving political landscape.

As the boundaries between HEOR and Market Access continue to blur, organizations are rethinking how to integrate evidence generation and access strategy into a unified engine for commercial success. This session explores practical models for building or partnering around the HEORAMA concept, combining data-driven value demonstration with access execution to accelerate impact. Executives, consultants, and access leaders will share insights on how to align internal teams, engage commercial leadership, and apply best practices that transform evidence into enterprise growth. Participants will leave with actionable steps to activate HEORAMA within their own organizations and elevate both business performance and career development.

The MedTech policy and reimbursement landscape is undergoing significant change, with challenges and opportunities ahead. CMS’ push to contain costs and eliminate fraud have driven major developments in annual rulemaking, such the expansion of competitive bidding program. These and other initiatives are shifting the focus toward market-based pricing and cost containment, impacting products like skin substitutes, urology and ostomy supplies, and continuous glucose monitoring systems. This session will review key policy developments and their implications for access, equity, and product value. This will be followed by group discussion of proactive strategies that manufacturers can use to mitigate risk and maintain value positioning in a rapidly evolving environment.

Device and diagnostic manufacturers continue to face access challenges due to inconsistent coverage frameworks. In addition, companies must stay ahead of shifting healthcare policies that impact coverage, coding, and reimbursement. This session will: 1) provide a forward-looking view of the most critical policy developments and their implications for access strategy; and 2) explore mechanisms beyond evidence—e.g., patient advocacy, industry coalitions, legislation, and appeals—to positively impact payer coverage.

With the implementation of the Transitional Coverage for Emerging Technologies (TCET) pathway, stakeholders are navigating new processes for securing Medicare coverage for breakthrough devices. This session will examine early experiences, lessons learned, and strategies for aligning evidence generation with access goals.