Start with the end in Mind – Healthcare Market Access in the Digital Age

You’re in the early development stages, and of course, you are focused on safety, efficacy and quality of your product; however, positive results in all these areas doesn’t necessarily guarantee success. An often-overlooked hurdle in early product development is a strategic market access plan.

There’s a lot of competition for health care dollars and just because you have a new innovative health technology, doesn’t guarantee anyone will buy your product. For your product to be successful, it must not only provide value, but you must also be able to tell the value story to your specific audience(s). To help develop this story, you may have to package disparate data from a variety of sources to optimize market access. Understanding the latest trends, including the increasing importance of the patient voice, is essential to a winning strategy.


In this workshop, we will help you learn how to:


Spot unmet needs and portfolio gaps early on to generate compelling evidence to deliver impactful go-to-market strategies
Define a “day-one value story” for patients, physicians, and payers
Maximize the competitive value of your product
Integrate early patient insights into product development and why the patient voice is becoming more important to regulators and payers
How technology is playing an increasing role in medical product development
This will be a hands-on workshop to ensure you get the most value from your participation.




08:30 am | Registration and Networking
09:00 am | Introduction and Presentation
09:40 am | Q & A and Workshop set up
09:55 am | 10:30 |Workshop
11:00 am | Networking
11:30 am | Program Close



Shana Traina, PhD  | Director, Global Market Access CVM, Janssen R&D 

Shana Traina is a Director of Global Market Access at Janssen in the cardiovascular and metabolism franchise. She is a behaviourist by training and has a PhD from the School of Public Health at UCLA with a background in clinical psychology and survey design. For the past 14 years, she has held roles within the health economics and patient-reported outcomes departments at biotech and pharmaceutical companies where the focus was on preparing for payer requirements and illuminating the patient voice throughout new product development. Shana has experience working in oncology, rheumatology, cardiovascular, metabolism, mental health, and medical devices.

Event Details


Tuesday, October 9, 2018 (08:30 h - 11:30 h)


London, United Kingdom


$25 | General Public
$15 | Students
$35 | At the door


Do you have questions about [London] Start with the end in Mind – Healthcare Market Access in the Digital Age ? Contact Johnson & Johnson Innovation, JLABS

Discover all JLABS events HERE.

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More info?

For any further information about this event, please do not hesitate to get in touch with our Programme Manager

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Katrien Lorré

Programme Manager

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