13th RWE, MARKET ACCESS,​ PRICING & REIMBURSEMENT World Congress 2026 Europe​
Powering Market Access Through Real-World Evidence, Digital Innovation & Value-Based Strategies
Day 2 - Friday 4th September 2026 - Hilton London Kensington, London, UK
Patient-Centric Value, Outcomes & Advanced Therapies
- Patient-reported outcomes (PROs) in HTA
- Equity and access disparities
- Outcomes-based agreements
- Value frameworks beyond clinical endpoints
Moderator:
Panelist:
Robert Fairless, Vice President, Law and Compliance International, Incyte
- How can we ensure PROs are given due consideration in HTA assessments – timing, credibility and scope
- How do we measure the value derived from integrating PROs into HTAs
- What lessons regarding PROs for the patient community and pharma can be seen from the recent EMA assessment of Tiractricol in MCT8 deficiency and UK Managed access appraisal of Brineura in CLN2 Batten disease.
Nigel Nicholls, General Manager UK/Nordics & Baltics, Egetis Therapeutics
9:50 am - KEYNOTE PRESENTATION: Outcomes-Based Agreements: Design, Execution & Scalability in Europe
- Structuring outcomes-based reimbursement contracts
- Data collection and performance tracking
- Operational and administrative challenges
- Scalability across multiple markets
- Expanding value beyond traditional endpoints to reflect real world patient and societal impact
- Leveraging real world and digital evidence to address evolving payer evidence expectations
- Integrating real world evidence across the product lifecycle
Marta Contente, Senior Director, Pipeline Head of Immunology, GHEVO, Teva
- Annuity and staged payment models
- Risk-sharing agreements
- Linking payment to long-term outcomes
- Financial sustainability considerations
- The increasing importance of Real-World Evidence in healthcare
- How RWE supports HTA, market access, reimbursement, and regulatory decisions
- The role of evidence strategy in turning data into meaningful insights
- Building data-driven and patient-centred approaches to healthcare decision-making
Dr Mohamed Elsayed, International Medical Evidence Delivery Associate Director, AstraZeneca
- The Structural Mismatch: Why Innovative Therapies Inevitably Diverge from HTA Gold Standards
- Fit-for-Purpose Evidence: Leveraging RWE to Address Uncertainty Where Traditional Data Falls Short
- From Advocacy to Action: Embedding Flexibility into the HTA Reform Agenda
Marion Bouillon-Pichault, Director Global Policy & Access, Intercon & APAC, Bristol Myers Squibb
Digital Transformation, Data & the Future of Market Access
- Leveraging predictive analytics for pricing and reimbursement decisions
- Scenario modelling to optimise launch and access strategies
- AI-driven insights to strengthen payer engagement and negotiations
- Challenges, limitations, and governance of AI in decision-making
- Expanding beyond traditional data: wearables, apps, and remote monitoring
- Validating digital endpoints for regulatory and HTA acceptance
- Integrating new data streams into evidence generation strategies
- Opportunities and risks in using patient-generated health data
Meni Styliadou, VP Health Data Partnerships, Data Science Institute, Takeda
- Overcoming fragmentation across national health data systems
- Advancing interoperability standards and cross-border data sharing
- Role of European data initiatives and collaborations
- Public-private partnerships enabling scalable data ecosystems
- Navigating GDPR and evolving European data regulations
- Ethical considerations in secondary use of health data
- Digital platforms for payer and stakeholder engagement
- Ensuring transparency, trust, and security in data-driven access models
- Transitioning from static evidence to real-time, data-driven decision-making in pricing and reimbursement
- The growing role of AI and advanced analytics in shaping market access and payer negotiations
- Overcoming data fragmentation and interoperability challenges across European healthcare systems
- Balancing innovation with regulation, GDPR compliance, and ethical use of health data
- Ensuring equitable, patient-centric access in an increasingly digital and data-driven ecosystem
Moderator:
John Purdy, Global Access- Population Health Strategy Lead. Roche
Panelists:
Pedro Borga, Director, Regional Market Access and Pricing, Amicus Therapeutics