Driving Value through Integrated Payer Market Research

Commercialization and HEOR, Life Sciences, Pharmaceutical,
  • October 22, 2014

Pharmaceutical and biotech manufacturers are under increasing pressure to show clinical and economic value for their therapies prior to launch and differentiate their products in the complex healthcare marketplace. Market access and pricing are quickly becoming central considerations for a product’s success.

In this webinar, a mixed methodological case study approach demonstrates how primary and secondary market research with payer audiences can be a key component to inform and successfully drive product launch strategies.

Viewers will gain insight on how to:

  • Demonstrate value and evidence in a therapeutic area
  • Learn best practices for developing access and payer strategies within an emerging market
  • Optimize a timeline and budget for reimbursement tactics at launch


Tina H. Chiang, PharmD, MBA, Director of Payer Market Insights, Xcenda

As Director of Payer Market Insights for Xcenda, Dr. Chiang leads a team of research consultants with expertise in both primary and secondary research methodologies, providing clients with key market insights that meet their product’s unique needs. In this role, her responsibilities include strategic oversight, team management and execution of various qualitative and quantitative market research initiatives designed to provide actionable insights and inform payer strategies.

Dr. Chiang brings to Xcenda 12 years of experience in the Pharmaceutical, biotechnology, and medical device industry, 10 of which have been focused in the health economics and outcomes research strategy and primary market research discipline for a Pharmaceutical company. She has also provided reimbursement strategy consulting for biotechnology and medical device companies. Dr. Chiang has in-depth experience in the areas of dermatology, ophthalmology, urology, diabetes, cardiovascular diseases, and neurology.

Dr. Chiang received her Doctor of Pharmacy from the University of Maryland, Baltimore and completed her post-doctoral fellowship with Applied Health Outcomes and Mercer School of Pharmacy. She also holds a Masters of Business Administration from the University of California, Irvine, Paul Merage School of Business.

Who Should Attend?

This program is intended for pharmaceutical, biotechnology, and medical device professionals in the areas of:

  • Market Access
  • Managed Markets
  • Reimbursement Strategy
  • Marketing
  • Market Research

Xtalks Partners


Xcenda is a strategic consulting firm with 20 years of experience applying real-world expertise in health economics and outcomes research, reimbursement, health policy, market research, and market access strategy. We support global Pharmaceutical companies as well as emerging pre-commercialization phase firms with challenges such as developing an evidence package to optimize access in key global markets, predicting product performance, and identifying reimbursement strategies and programs to maximize patient access. From development through market maturity, Xcenda helps manufacturers identify, demonstrate, and deliver their brand’s value proposition to key healthcare stakeholders.

Xcenda is backed by an even wider breadth of healthcare knowledge and partnerships through AmerisourceBergen Corporation (NYSE: ABC), one of the world’s largest Pharmaceutical services companies. Xcenda’s strategic consulting services support the design of patient support services and specialty distribution programs to improve product access and adherence at every stage of its life cycle.

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