In November, nearly 6,000 HEOR scientists, market access strategists, and health policy professionals gathered in Glasgow for ISPOR Europe 2025. Over four days, attendees exchanged knowledge, shared study insights, and enjoyed the warm hospitality of the city, all under the conference theme: “Powering Value and Access Through Patient-Centered Collaboration.”
This theme underscored a critical message: healthcare value must be defined with patients, not for them, emphasizing collaboration among patients, payers, regulators, providers, and industry.
The call to end “token” patient involvement was loud and clear. Patient voices must be embedded across the full product lifecycle. Dedicated tracks explored patient-centered evidence and shared decision-making, including pragmatic trials and real-world designs that reflect diverse populations.
RWE continues to gain traction in regulatory and payer decisions. Data diversity and real-world insights are now central to pricing, access, and policy strategies.
AI was a hot topic, but consensus emphasized caution. While generative AI and Privacy-Enhancing Technologies (PETs) promise to redefine evidence generation, transparency and trust are critical. The “human-in-the-loop” approach — especially in study design, data interpretation, and quality assurance — was highlighted as essential for maintaining methodological rigor.
A recurring theme: how do we balance scientifically robust HEOR methodologies with the need for timely, actionable insights? This tension will continue to shape evidence strategies.
Synthetic data and data clean rooms are emerging as secure solutions for evidence generation, enabling innovation while safeguarding privacy.
Evolving HTA requirements reshaping HEOR evidence strategies. While global alignment of value frameworks is progressing, regional differences remain a challenge.
Outcomes-based contracting and adaptive reimbursement models are gaining traction, signaling a shift toward performance-driven agreements.
While ISPOR is a predominantly evidence-focused conference, much of the discussion centered on global commercialization trends. Policy shifts, such as MFN pricing and tariffs, alongside rising markets in China and the Middle East, are prompting companies to rethink launch sequencing and explore alternative access and funding pathways.
If you’d like to explore how these trends may impact your work, connect with Precision AQ’s subject matter experts. We’re here to help you navigate the evolving landscape of HEOR, market access, and evidence generation.