The future of Healthcare: The value of linking Market Research, Market Access, and Market Foresight
February 2, 2021 @ 1:30 pm – 2:00 pm
Speakers: Chris Teale and Samantha Morrison from Ipsos MORI
Convenor: An-hwa Lee, Research Partnership
Description: The future of Healthcare: The value of linking Market Research, Market Access and Market ForesightFocus:
The evolution of science and technology is driving a new future for healthcare, market research and market access. Changes that are being accelerated by the Covid-19 pandemic and its economic consequences.
A future driven by the growth of digital health and genomics, real-time / real-world data and predictive analytics; and a shift towards a more holistic assessment of the value of healthcare – disease prevention and disease management.
Are we about to experience a seismic shift in focus away from the drug and the physician, to disease management, the payer, the patient, and the politician?
In the webinar, we will:
Share our view on the future through the lens of 3 key disruptors – science and technology, assessment systems and evidence requirements, and funding and payment systems
Outline changes in evidence requirements for drugs, diagnostics and devices
Highlight the implications for value measurement, assessment, and communication; and the consequences the pharmaceutical industry, HCPs. payers, and patients .
Propose ways in which market research, market access, and market foresight might be linked to turn these from threats to opportunities.
- Aimed at:
- Market Research
- Market Access
- Medical Affairs
- R&D and Commercial / Brand Marketing Teams
Chris joined Ipsos in 2011 bringing with him extensive practical and academic experience within the pharmaceutical industry, across both Marketing and R&D, over a 30 year career.
He has held a number of leadership positions at both Global and European level, having previously been Director of Global Pricing and Market Access (Oncology) at Astra Zeneca; Director Health Economics, Pricing, Reimbursement and Access at Allergan; Commercial Planning Manager at Fisons, and Portfolio Planning Manager at Novartis in Switzerland.
Prior to working in the pharmaceutical industry, he worked in the Operational Research (OR) Executive of the NCB. His interest in OR continues, and he is currently Chairman of the East Midlands Operational Research Group.
In his market access roles he successfully developed global pricing strategies for a wide range of products and therapy areas including personalised healthcare products (requiring both pharmaceutical and diagnostic reimbursement) and orphan drugs. He led the “Innovate for Access” programme at AstraZeneca which identified creative and innovative approaches to overcoming market access hurdles. In his planning roles he established middle and long-range forecasting models and models to support the evaluation of in-licence and out-licence and other business development opportunities.
Chris gained a BSc degree in Mathematics from Newcastle University, and also studied at Loughborough University (Management Information Systems) and INSEAD Business School (Marketing for International Business). He is also an occasional lecturer on health economics and pricing and reimbursement at Kings College London, a member of ISPOR and a German speaker.
Samantha has been in Market Access consulting for 15 years has been involved in a range of projects including due diligence studies, market analyses of new products and technologies including medical devices, and pricing and reimbursement projects.
She has gained considerable insight into health systems across Europe and the USA, as well as other major markets including Japan and many Central and Eastern European markets. Samantha has conducted many market access due diligence projects, as pricing and reimbursement has become more essential to the licensing process, and as such, she is used to the time pressures and the balance between commercial, clinical development and market access these projects require.
Samantha has built up considerable experience in a number of fields including market access for orphan diseases, the challenges facing biosimilars, and planning effective development programmes with market access in mind.
Before her move into market access, Samantha worked at Healthcare Education Services and during her time there she expanded her capabilities in medical communications. Before this, Samantha was an Editor/Project Manager and then Account/Project Manager at Phase IV Communications, specialising in medical education programmes for the UK market. During this time Samantha was involved in a range of therapeutic areas and arranged activities such as advisory boards, focus groups and conferences. In addition, Samantha was involved in a number of educational programmes on issues such as Revalidation for doctors in the UK and lobbying activities, as well as press releases for both the medical and consumer press. Prior to this, Samantha spent just over 4 years at as Editor/Writer at Wells Healthcare Communications where she worked on various projects including slide sets, published papers and monographs.
Samantha graduated with a BSc (Hons) in Biochemistry with Biological and Medicinal Chemistry from Keele University.