Market Access Expert
CEO At Keen Access Insights And Founder Of Transmineo.
A Personal Word:
Since my transmission into the pharma industry, I have witnessed and experienced firsthand how the role of market access consultants and professionals in the industry has changed because of the increasing discussions about costs leading to stringent HTA procedures. I have observed how departments have increased in size and more functional differentiation within the market access space is being introduced. However, I became intrigued with the notion that the efforts of Pharma companies to address the increasing market access hurdles are not necessarily resulting into access to these medicines for patients equally across Europe.
Being a person that is naturally curious and investigative, with a mindset to challenge the status quo, I realized that in a highly regulated market such as the healthcare market, you cannot ignore the interests of other healthcare system actors. This is not only true for biopharma companies, but also for Biotech and MedTech. To be able to address the needs of payers, doctors, patients and other stakeholders, there is still much to gain from well thought and fully team-owned market access strategies that are well integrated into the commercial strategy of the companies. It begins with an early start.
Vidya started working as a pricing & reimbursement manager in Pharma in 2010, after a short one-year career as a regulatory affairs manager. Before that, as a trained veterinarian she had an academic career at the Utrecht University, Faculty of veterinary medicine. There she acquired a Ph.D. in Biomedical science while teaching obstetrics and gynecology in farm animals at the herd health department. During her years in Novartis, Abbvie, Sanofi Pasteur-MSD and most recent Sanofi, she acquired extensive experience in public affairs, pricing & market access, team management, incorporate initiatives, training & development, and stakeholder engagement. She is formally qualified to teach at the university level. That also helps her to deploy different training methodologies depending on the team composition and training goals. She is adept at developing access strategies and creating cross-functional alignment to successfully execute reimbursement procedures and product launches in complex circumstances. Vidya now works as an expert market access consultant.
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