June 30, 2026
Title: Designing for Access: Early Integrated Evidence Generation Planning in the Era of Expanded Value Frameworks
Tuesday, June 30, 2026
10:00AM EDT | 2:00PM UTC | 4:00PM CEST
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Description
Impactful evidence does not begin with data — it begins with strategy.
As regulatory, HTA, and payer expectations continue to evolve, organizations should move from evidence generation that reactively plugs evidence gaps toward proactive, integrated evidence generation planning (IEGP). While technology and real-world evidence (RWE) are capturing the limelight in the modern HEOR agenda, they do not translate into impact unless they can affect strategically important decisions.
This webinar will demonstrate how an integrated evidence strategy strategically combines perspectives from health economics and market access with patient-centered research and RWE to shape impactful decisions across the product lifecycle. The team will address complexities of planning evidence generation for HTA bodies and payers, examining differing needs, especially in terms of comparators and endpoints, applicability of evidence, and how they approach and manage uncertainties, providing practical examples and solutions. The primary focus will be on European HTA frameworks, while highlighting implications for global evidence strategies. Participants will learn how early strategy can help decision makers:
- Understand the breadth and depth of evidence needs and identify gaps across the lifecycle continuum; locate, develop, and synthesize “hard to reach” data essential to planning.
- Define patient-relevant endpoints, align comparators and evidence and build economic models that anticipate regulatory, HTA, and payer scrutiny across global markets.
- Elevate the value of clinical data beyond traditional outcomes through collection of patient experience data in clinical trials.
- Develop real-world evidence strategies — including the use of a comprehensive Real-World Data Optimization framework and direct-to-patient and provider approaches to demonstrate unmet need, reduce uncertainty, and accelerate decision making.
From potential to proof, this session will illustrate how organizations can translate strategy-driven IEGP into robust, decision-grade evidence that strengthens regulatory confidence, informs HTA deliberations, and enhances payer value narratives.
Learning Objectives
- Understand the importance of a strategy-led integrated evidence generation plan (IEGP) that aligns health economics and market access, patient-centered research, and real-world data and evidence to inform timely, cost-effective regulatory, HTA, and payer decisions from early development onward.
- Discern the patient experience data (PED) and direct-to-patient real-world data collection strategies that demonstrate unmet need and strengthen value narratives throughout the product lifecycle.
- Explain how transparent, reproducible, and decision-grade economic and real-world evidence programs reduce uncertainty and enhance access outcomes in an expanded value framework environment.
Moderator:
Mark Yates, MBChB (MD), PhD, Director of RWE strategy and RWD solutions, PPD Evidera Real World Data & Scientific Solutions, Thermo Fisher Scientific, London, United Kingdom
Speakers:
Pedro Saramago Goncalves, MSc, PhD, Research Scientist, Consulting, PPD Evidera Health Economics and Market Access, Thermo Fisher Scientific, London, United Kingdom
Sebastian Heidenreich, PhD, Executive Director, PPD Evidera Patient-Centered Research, Thermo Fisher Scientific, London, United Kingdom
Martin Parkinson, MRPharmS, Executive Director, EU HTA Regulation Lead Consulting, PPD Evidera Health Economics and Market Access, Thermo Fisher Scientific, London, United Kingdom
Sponsored by Corporate Partner, Thermo Fisher Scientific.
Please note: On the day of the scheduled webinar, the first 1000 registered participants will be accepted into the webinar. For those who are unable to attend, or would like to review the webinar at a later date, the full-length webinar recording will be made available at the ISPOR Educational Webinar Series webpage approximately 2 days after the scheduled Webinar. Reservations are on a first-come, first-served basis.