On-demand Webcast: New Ways to Approach Market Access in the Changing Healthcare Marketplace

Sponsored by:

In an effort to improve market access, companies are struggling to communicate the value of their product to customers and stakeholders. This webcast will help regulatory professionals think about how to use the drug development process to obtain those improvements. It is clear that market access—coverage and reimbursement for new life sciences products—increasingly has become almost as challenging and risky as the drug development and approval process. Stakeholders are demanding products that bring value to the market and to patients’ lives. It is essential companies start early to understand how stakeholders might value their products and to try to incorporate those views as the product is developed.

Learning Level: 

Intermediate: Content is designed based upon the assumption that individuals have basic knowledge of the topic(s) and/or demonstrated competence related to the topic(s). Higher-level concepts are introduced during lectures; exercises requiring synthesis and/or application of concepts are incorporated into the activity.

Learning Objectives

Upon the webcast's conclusion, you will be able to: 

  • Explain how and why the US market for life sciences products has become so challenging
  • Discuss how the product development process can enhance market acceptance of products
  • Consider how to incorporate stakeholder views of values and use communications tools to convey and appreciation of those views

Who Should Attend

  • Regulatory professionals
  • Market access professionals
  • Product development professionals
  • Clinical professionals


Jane Horvath, market access lead, 3D Communications 

Jane Horvath, MHSA, leads 3D's market access and value communications team. She brings nearly 25 years of experience in health policy and reimbursement. Horvath was Merck’s executive director of health policy and reimbursement for a decade, identifying the business implications of state and federal policy developments including Medicare Part D, Medicaid, HIT, big data access/methods, 340B and reformed commercial markets. Previously, Horvath was deputy director of the RWJF project at Johns Hopkins and also held a series of high profile government positions, including deputy assistant secretary for legislation in the US Department of Health and Human Services. Recently, Horvath was Vice President at Breakaway Policy Strategies focused on biopharma issues. She holds an MHSA from George Washington University.

Questions? Call the RAPS Solutions Center at +1 301 770 2920, ext. 200, or email raps@raps.org.