Can VR and AR Finally Break Through the Barriers in Medical Innovation, Günter Illert?

In this episode of the Market Access Podcast, Dr. Stefan Walzer sits down with strategy consultant and XR advocate Günter Illert to explore how virtual, augmented, and extended reality are reshaping healthcare—from patient training and pain therapy to surgical planning and medtech education.Learn how cross-sector collaboration and early adoption—especially outside traditional reimbursement systems—can unlock the full potential of immersive technology in medicine. A must-listen for innovators, health tech professionals, and digital health strategists.Stay connected by subscribing on your favorite podcast platform or listening directly on our website: MAP Podcasts —and if you enjoyed the episode, don’t forget to rate it and the podcast!MAP is the first and only bi-weekly market access podcast provided by MArS — and the global #1 podcast in the field of health economics. For more information about MArS Market Access and Pricing Strategy, visit: https://marketaccess4-0.com/#MarketAccess #DigitalHealth #HealthcareInnovation #MedTech #VirtualReality #TrainingInHealthcare #HealthTech #XR #AugmentedReality #MAPPodcast #marketaccess #marketaccesspodcast

Tune in to this new episode of MAP to explore New Zealand’s unique healthcare and reimbursement landscape with Dr. Stefan Walzer and health economist Dr. Julius Ohnberger. Learn how PHARMAC combines HTA and payer roles, why equity and Māori health outcomes are central to market access and what global pharma can gain from launching in Aotearoa. Key insights include why New Zealand’s HTA model stands out as a global unicorn, how to navigate cultural and equity requirements in submissions, the importance of local evidence and stakeholder engagement, the impact of budget constraints and the shift toward real‑world data and outcome‑based reimbursement, and why the country may be the ideal testbed for innovations in AI, screening, and chronic care. Essential for professionals in pricing, market access, and global health policy.Stay connected by subscribing on your favorite podcast platform or listening directly on our website: MAP Podcasts —and if you enjoyed the episode, don’t forget to rate it and the podcast!"MAP is the first and only bi-weekly market access podcast provided by MArS — and the global #1 podcast in the field of health economics. For more information about MArS Market Access and Pricing Strategy, visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #Pharma #Reimbursement #NewZealand #DigitalHealth #HTA #Pharmac #HealthcareInnovation #EquityInHealthcare #MAPPodcast #marketaccess #marketaccesspodcast

In this brand new episode of MAP - the Market Access Podcast, Dr. Stefan Walzer sits down with Elizabeth Shanahan, AI Strategy Lead at Sanofi, for a refreshingly honest conversation on the real-world implementation of artificial intelligence in pricing, evidence generation, and HTA processes.From streamlining evidence generation to enhancing pricing strategies and dossier creation, they explore how AI tools are driving efficiency and strategic thinking. Learn how cultural change, human-in-the-loop systems, and transparency with payers are key to success in the digital health era. Whether you're exploring AI for the first time or scaling adoption across teams, this episode offers strategic insight, hard-won lessons, and a clear-eyed look at the future of pharma.Stay connected by subscribing on your favorite podcast platform or listening directly on our website: MAP Podcasts — and if you enjoyed the episode, don’t forget to rate it and the podcast!MAP is the first and only bi-weekly market access podcast provided by MArS — and the global #1 podcast in the field of health economics. For more information about MArS Market Access and Pricing Strategy, visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #ArtificialIntelligence #PharmaInnovation #HTA #DigitalHealth #AIinPharma #MAPPodcast  #marketaccess #marketaccesspodcast

Tune in to this new episode of MAP, the Market Access Podcast, where Dr. Stefan Walzer is joined by Anne Loos from Wickenstones, to explore the evolving landscape of U.S. market access and reimbursement. The U.S. reimbursement landscape is changing — driven by AI, global influences with the European JCA and political programs such as the Inflation Reduction Act. As fragmentation and rising complexity are pushing pharma to rethink strategy and timelines - this is a must-listen for professionals in pricing, HEOR, and market access.Stay connected by subscribing on your favorite podcast platform or listening directly on our website: MAP Podcasts —and if you enjoyed the episode, don’t forget to rate it and the podcast!MAP is the first and only bi-weekly market access podcast provided by MArS — and the global #1 podcast in the field of health economics. For more information about MArS Market Access and Pricing Strategy, visit: https://marketaccess4-0.com/#MarketAccess #ArtificialIntelligence #Reimbursement #PharmaAI #HealthcareStrategy #HTA #USHealthcare #MAPPodcast #marketaccess #marketaccesspodcast

Join this episode of MAP – The Market Access Podcast as Dr. Stefan Walzer sits down with Anna Forsythe, founder of OncoScope-AI, to explore how Living Systematic Literature Reviews (Living SLRs) are redefining evidence generation in oncology and beyond - highlighting the power of real-time updates, advanced automation, and the essential role of human insight.Traditional SLRs are static snapshots, while Living SLRs are real-time, dynamic, and AI-powered—delivering continuously updated insights crucial for life-or-death decisions and payer evaluations. Join this discussion as they explore the myth of AI chatbots as true decision support tools, the need for actionable data over summaries, and the future of evidence synthesis, clinical decision-making, and smarter market access.Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #AIinHealthcare #SLR #Oncology #HTA #MAPPodcast #marketaccess #marketaccesspodcast

In the latest MAP Podcast, our host Dr. Stefan Walzer is joined by Dr. Malina Müller from the WifOR Institute to rethink how we value health. From real-world ROI data to policy shifts and long-term strategies, they explore why investing in health pays off—not just in lives saved, but in economic growth, workforce productivity, and resilient societies.Listen now to discover how viewing healthcare as an investment—not just a cost—can transform market access and what it means for pricing, innovation, and the future of care. If you work in pharma, policy, or health economics—this one’s for you!Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #ValueBasedHealthcare #HealthInvestment #Pharma #HTA #MAPPodcast #marketaccess #marketaccesspodcast

In this episode of MAP - the Market Access Podcast, Dr. Stefan Walzer sits down with expert Prof. Dr. Thomas Hammerschmidt, to dive deep into Germany’s evolving AMNOG framework and what it really means for pharmaceutical pricing. This insightful conversation explores key changes in Germany’s pharma landscape, including the shift from negotiation-based pricing to benefit-linked guardrails, the 5% clinical trial rule, and their impact on innovation and reimbursement strategy. A must-listen for pharma professionals, health economists, and market access leaders!Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #PharmaPricing #AMNOG #Reimbursement #Germany #HTA #PharmaStrategy #marketaccess #marketaccesspodcast

Tune in to this episode of MAP – The Market Access Podcast, to hear from Dr. Stefan Walzer as he speaks with Swiss reimbursement expert Petra Erni, who brings a rare perspective from both the industry and payer sides.Together they explore the evolving Swiss drug reimbursement landscape, discussing the rise of cost consequence models, the growing role of health economic evidence, early access pathways, and strategic pricing challenges in Switzerland. Essential listening for pharma, market access, and health policy professionals—especially those eyeing the Swiss market.Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #PharmaPricing #Switzerland #HealthEconomics #Reimbursement #HTA #DrugPricing #HealthcareStrategy #marketaccess #marketaccesspodcast

This is a repost of a popular episode of MAP - Market Access Podcast, from December 1st 2023.We are thrilled to announce our latest podcast episode, featuring a riveting conversation between our CEO Dr. Stefan Walzer and the esteemed healthcare reimbursement expert, Ron de Graaff. Ron, with his deep-rooted experience starting from 1978, shares his invaluable insights on the evolution of healthcare reimbursement, a journey from simpler times to today's intricate landscape involving multiple stakeholders like health insurance companies.🔍 Key Highlights:- Ron's path from founding his company in 1985, which has since assisted over 900 entities, including governments, in understanding medical technology markets.- Challenges faced by startups in healthcare, often led by technical experts who struggle with the language and complexities of reimbursement processes.- The criticality of startups understanding both the payer perspectives and the changing requirements of reimbursement systems across Europe.- Ron's advice to startups: comprehensively understand the reimbursement system of your target market and assess if your product is likely to be reimbursable.This episode is a must-listen for anyone in the healthcare industry, particularly startups navigating the daunting world of reimbursement. Expect to gain a thorough understanding of how to strategically plan for reimbursement, the importance of being updated with current regulations, and how to choose the right market for your product.Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #HealthcareReimbursement #StartupChallenges #MedicalTechnology #Podcast #HealthcareInnovation #marketaccess #marketaccesspodcast

In this thought-provoking episode of MAP, the Market Access Podcast, Dr. Stefan Walzer sits down with strategic Market Access consultant Dr. Doug Niven to explore one of the most pressing questions in pharma today - can Europe maintain its leadership in Market Access, or is it falling behind? From joint HTA (JCA), pricing reforms, and AI-driven tools to global value frameworks and real-world data, this episode unpacks key trends shaping pharma, biotech, and healthcare access in 2025 and beyond. If you're in health economics, pricing & reimbursement, or regulatory strategy, this is a must-listen.Stay updated for upcoming webinars through LinkedIn, and take the chance to stay connected through subscribing with your favorite podcasting platform or directly listen on our website: MAP Podcasts MAP is the first and only bi-weekly market access podcast provided by MArS. For more information about MArS Market Access and Pricing Strategy visit: https://marketaccess4-0.com/#MarketAccess #HealthEconomics #PharmaStrategy #PricingAndReimbursement #HTA #marketaccess #marketaccesspodcast