B05b. Bridging the Gap: The Vital role of field market access in medical devices Driving Patient Access and Innovation in Healthcare
Tracks
Reimbursement/Market Access
| Wednesday, June 4, 2025 |
| 11:45 AM - 12:15 PM |
| C2.4 |
Chair & Speakers
Neerja Srinivasan
Edwards
Bridging the Gap: The Vital role of field market access in medical devices Driving Patient Access and Innovation in Healthcare
Abstract
Field market access plays a pivotal yet often under-recognised role in the medical device industry, particularly when compared to the pharmaceuticals industry, where it has long been established as a critical function.
This session explores the strategic importance of field market access in medical devices, highlighting how it directly influences patient access and healthcare adoption to innovative technologies through economic value messaging.
The presentation will also examine the specific actions and initiatives that field market access professionals undertake to streamline pathways for medical devices, ensuring that novel products reach patients efficiently and effectively. Furthermore, it will touch on the potential for synergistic collaboration between field market access, medical affairs, and clinical affairs.
Emphasis will be placed on how cross-functional partnerships enhance evidence generation, inform clinical and public affairs strategy, and facilitate the alignment of device innovation with real-world clinical and economic needs.
This session explores the strategic importance of field market access in medical devices, highlighting how it directly influences patient access and healthcare adoption to innovative technologies through economic value messaging.
The presentation will also examine the specific actions and initiatives that field market access professionals undertake to streamline pathways for medical devices, ensuring that novel products reach patients efficiently and effectively. Furthermore, it will touch on the potential for synergistic collaboration between field market access, medical affairs, and clinical affairs.
Emphasis will be placed on how cross-functional partnerships enhance evidence generation, inform clinical and public affairs strategy, and facilitate the alignment of device innovation with real-world clinical and economic needs.
Biography
Neerja Srinivasan is a Senior Manager, Market Access at Edwards Lifesciences, focusing on field market access initiatives, enabling patient access to Edwards’ innovative technologies.
An engineer by training, Neerja completed her Bachelors and Masters in Biomedical Engineering at the University of Melbourne and further pursued and completed the Singapore-Stanford Biodesign Innovation Class.
In her current role, she specializes in economic value messaging and creating comprehensive economic value tools- including topics on coding, documentation and reimbursement. Her professional background spans cross-functional roles across Research and Development (R&D), Strategic Innovation, Sales, Marketing and now Market Access across locations in APAC in the medical device industry and across diverse therapy areas spanning Diabetes Care, Women and Neonatal Health, Diagnostics and Cardiac over the last 10+ years.
She currently serves as a contributing member of the Medical Technology Association Australia (MTAA) reimbursement committee for 2025, working to promote industry access to funding pathways that enable timely market access in both public and private sectors.
Her involvement in the MTAA and University offered mentoring programs as a mentor is fueled by her desire to empower professionals in the medical device space. Having lived and worked in over 6 countries, she also enjoys learning new languages and cultures and given her passion in dance, holds a Master of Fine Arts in Indian Classical Dance (Bharatanatyam) alongside also teaching multiple dance forms and now authoring a book.
