Europe’s HTA framework has moved from policy to practice. The first Joint Clinical Assessment reports are in, PICO scoping is shaping evidence plans well before submission, and national pricing and reimbursement decisions still sit on the other side of it all. For market access teams, the challenge is no longer understanding the regulation. It is building evidence that holds up across multiple PICOs and then convinces payers market by market.
That evidence is shaped far earlier than most teams expect. The comparator, endpoints, and real-world evidence chosen in a trial quietly decide what happens at the end of the chain.
Ingenious e-Brain is taking the stage at the European RWE & Market Access Summit 2026, where our CEO, Deepti Tayal, will trace that journey step by step, from the first design decision to the final price discussion.
What’s This Event All About?
The European RWE & Market Access Summit 2026 brings senior leaders from pharma, HTA bodies, payer organisations and evidence providers together to turn the EU HTA Regulation into practical strategy. Market access, HEOR, RWE, medical affairs, regulatory, and pricing and reimbursement professionals will focus on how evidence strategy must adapt to the new European HTA era.
The summit covers:
- Lessons from the first Joint Clinical Assessment reports
- PICO strategy and evidence planning
- DARWIN EU implementation
- Real-world evidence for HTA
- AI in market access and evidence generation
- Pricing and reimbursement strategy under the new EU HTA framework
Featured Session
How Early Evidence Choices Travel From Trial to JCA to Price?
In this session, Deepti will cover:
- Examining how trial design decisions on comparators, endpoints, and RWE shape the clinical story.
- Understanding how JCA assessors test that evidence against Member State PICOs.
- Exploring how national payers turn JCA findings into price and access decisions
Why This Conversation Matters?
Our teams work with pharma and biotech companies on HTA assessment, evidence generation, reimbursement outcomes, and pricing strategy. Three beliefs shape the session.
- The clinical story starts in trial design. Comparators, endpoints, and RWE choices set the limits of every assessment that follows.
- JCA is a test, not a finish line. Evidence has to hold up across multiple PICOs and still support country-level decisions.
- Price is decided by how evidence travels. Payers read JCA findings through their own lens, so planning has to anticipate it.
How We Help Market Access Teams
We connect evidence strategy to access outcomes across the full pathway:
- HTA assessment: Understand how your evidence will be judged before you submit.
- Evidence generation: Plan evidence that serves JCA and national HTA together.
- Reimbursement outcomes: Anticipate payer expectations market by market.
- Pricing strategy: Align price positioning with the value your evidence can defend.
Attending the summit? Let’s meet and talk through what the first JCA cycle means for your evidence and launch strategy.
Fill out the form to request a meeting with Deepti in Amsterdam.
