INTRODUCTION

The 13th RWE, Market Access, Pricing & Reimbursement 2026 Europe takes place at a critical juncture for European healthcare, where the convergence of real world evidence (RWE), evolving HTA frameworks, pricing pressures, and digital transformation is redefining how value is assessed and access is granted. As the EU HTA Regulation moves into implementation, and healthcare systems face ongoing financial constraints, stakeholders must adapt to a rapidly changing environment that demands greater alignment, transparency, and innovation.

Across Europe, expectations around evidence generation are shifting. While randomised controlled trials (RCTs) remain essential, there is increasing reliance on RWE to complement clinical data and support decision-making across regulatory and HTA processes. The introduction of Joint Clinical Assessments (JCA) presents an opportunity to streamline evaluations across member states, but also raises important questions around methodological consistency, data quality, and national level interpretation. As a result, organisations must adopt integrated evidence strategies that align clinical development with real world insights to meet the needs of multiple stakeholders.

At the same time, pricing and reimbursement landscapes are becoming more complex and constrained. External reference pricing, policy reforms, and economic pressures are intensifying scrutiny on the value of new therapies. This is particularly evident for high-cost innovations, where payers are increasingly demanding clear and measurable outcomes. In response, the industry is advancing innovative pricing models, including outcomes-based agreements, indication based pricing, and risk- sharing approaches. However, scaling these models across diverse European markets requires robust data infrastructure and stronger collaboration between industry, payers, and regulators.

A key priority is the shift toward patient-centric value frameworks. Decision makers are placing greater emphasis on outcomes that matter most to patients, such as quality of life and long-term impact. This is especially important in areas like advanced therapies and rare diseases, where traditional evidence pathways are often limited and uncertainty remains high. Incorporating patient- reported outcomes and leveraging longitudinal RWE are becoming essential for demonstrating meaningful and sustainable value.

In parallel, digital transformation is accelerating the evolution of market access. Advances in artificial intelligence, data analytics, and digital health technologies are enabling more dynamic, data-driven decision-making. From wearable devices to integrated health data platforms, new sources of real-world data are expanding the evidence base. However, this progress also introduces challenges around data interoperability, governance, privacy, and ethical use, particularly within the context of GDPR and cross-border data sharing.

This congress brings together senior leaders and experts from across the healthcare ecosystem to explore these critical issues. Through focused sessions, panel discussions, and real world case studies, participants will gain practical insights into aligning evidence with HTA requirements, navigating pricing and reimbursement complexities, embedding patient-centricity, and leveraging digital innovation to improve access outcomes.

Ultimately, the 13th RWE, Market Access, Pricing & Reimbursement 2026 Europe provides a platform for collaboration, knowledge exchange, and forward thinking strategy. As Europe moves toward a more harmonised and data-driven future, the ability to translate evidence into value and value into patient access will be more important than ever.

We look forward to welcoming you to the MAPR 2026 congress!

Sincerely yours,

Facilitate Live Team