Back to Events List


BHBIA The Role of the Patient Voice in Access to Treatments

via Zoom
Friday 17 June 2022, 12.30-1.30pm

Webinar recording now available
Full BHBIA members only - you will need to log in to access it - once logged in, the link and password will appear on the page below this text.

Programme Overview

Across all HTA (Health Technology Assessment) bodies we observe an interest in the use of patient preference for scientific advice and value assessments

Patient preference data may not receive a fixed weight in assessments, but are likely to have an impact on payer decision-making if studies are of acceptable quality

The session will provide an update on the role of patient voice in the drug development process, regulatory and Health Technology assessments and will be illustrated with a couple of market research case studies, followed by time for questions.


The session will be run for us by Ipsos. We are very grateful to the team for sharing their time and expertise for the benefit of BHBIA members.

Ipsos has expertise in market access combined with physicians and patient expert researchers to give the complete picture with respect to the landscape of healthcare stakeholders. As patients gain a greater stake both in terms of knowledge and financing they have a key role and payers are more concerned about meeting their needs outside simple efficacy. 

Samantha has been in Market Access consulting for 15 years and previous working in medical publishing, training and PR.

She has supported pharmaceutical and medical device products from early development to launch and throughout the life cycle, across a wide range of therapeutic areas. Country expertise extends across Europe and the USA, as well as other major markets including Japan and the MENA region.

Samantha focuses on access strategy specifically pricing research, access and contracting strategy, and supporting training and preparation via workshops and mock negotiations. In the last year this has also focused on preparing teams for virtual negotiations. 

Samantha graduated with a BSc (Hons) in Biochemistry with Biological and Medicinal Chemistry from Keele University. 

With 30 years of experience in global market research and observational studies, both in pharmaceutical (Rx) and consumer markets, Jörn has worked with Ipsos Healthcare (and previously GfK Health) for 20 years, and has managed studies throughout the entire product life cycle.

Jörn’s methodological expertise encompasses qualitative, using in-depth, enabling/projective and ethnographic techniques, as well as digital approaches, and quantitative research projects, incl. observational studies. He also successfully led large-scale patient studies focusing on topics in the area of health economics, real world evidence and  epidemiology, like burden of disease, unmet needs, patient journey and preference studies, with both medical professionals as well as patients and caregivers. His renowned reputation has led to invitations by various client companies to present papers on marketing research at internal marketing meetings and at training/information sessions.

Online booking:

Click on the register for event button below. Please note you must be logged in as a member to book online. 

If you belong to a BHBIA member company but don't yet have a log in please register now to join your company's membership.