The Value Imperative: Why Health Economics Now Decides Access in MENA
In MENA, clinical evidence alone no longer secures patient access. Payers and HTA bodies now ask whether a therapy is worth its cost, and whether the system can afford it. This two-hour interactive webinar shows why health economics and market access matter now, and how value evidence shapes access decisions. It also covers the skills pharma professionals need to stand out.
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Learning outcomes
By the end you'll be able to
Explain why clinical efficacy alone no longer secures access
Recognize the regional forces driving demand for health economics expertise
Describe how payers and HTA bodies assess value
Distinguish the questions answered by different types of economic evidence
Recognize how market access translates evidence into pricing and reimbursement outcomes
Identify the health economics and access capabilities needed across pharma roles
Agenda
- 12:00 PM
Opening: Is Clinical Evidence Enough to Secure Access?
10 MinutesWhy approved therapies don't always reach patients, and why value is now a condition for access.
- 12:10
Why Health Economics Matters Now in MENA
15 MinutesThe budget, coverage, and HTA trends reshaping access decisions across the region.
- 12:25
From Efficacy to Value: How Access Decisions Are Made
15 MinutesWho decides on access, and what payers and committees weigh beyond clinical benefit.
- 12:40
The Health Economics Toolkit: What Each Evidence Type Answers
20 MinutesThe questions answered by cost-effectiveness, budget impact, real-world evidence, and other evidence types.
- 1:00
HTA and the Payer Perspective
15 MinutesHow health technology assessment works, and what payers typically ask of new therapies.
- 1:15
Market Access in Practice: From Evidence to Agreement
15 MinutesHow value evidence becomes pricing and access agreements, with value stories and managed entry at concept level.
- 1:30
Bringing It Together: A Therapy's Journey to Access
10 MinutesA short scenario connecting evidence, economics, and decision makers into one value case.
- 1:40
The Health Economics & Access Capability Model
5 MinutesThe capabilities professionals need to succeed in value-driven access.
- 1:45
Q&A and Closing Reflection
15 MinutesAudience questions and final reflections.
About the instructor
Hend M. El Tayebi
Professor of Pharmacoeconomics and Pharmacogenomics
Hend M. El Tayebi is a professor and program director at the German University in Cairo, specializing in pharmacoeconomics and healthcare policy. She leads Egypt's Pharmacoeconomics Diploma Program, advancing cost-effectiveness analysis and evidence-based healthcare decision-making. In parallel, she contributes to research in pharmacogenomics and personalized medicine.
View ProfileWho should attend
This session is designed for
Key Account Managers
Understand how payers, procurement authorities, and formulary committees weigh cost, budget impact, and unmet need.
Medical Representatives & Field Teams
Understand why approved products don't always reach patients, and who beyond the prescriber influences access.
Professionals considering a move into HEOR, market access, or pricing roles
Early-Career Pharma Professionals
Build awareness of one of the fastest-growing capabilities in the industry.
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