Alira Health

My expertise lies in pricing and access, with a strong focus on green messaging and health equity. If you're looking to navigate payer expectations, optimize your value communication, or integrate sustainability into your access strategy: let’s connect. I'm here to help.
At Alira Health, we’re on a mission to ensure every patient gets the treatment they need. We partner with healthcare companies across the full value chain: from clinical development to regulatory, real-world evidence, market access, and pricing.

Partner pricing, access and sustainability

EADA Business School

I teach business cases of market access, pricing and health equity in the MSc in Pharma & Biotech Management

Associate Professor

Ferrer

• Management of market access, pricing and patient advocacy teams globally.
• Disease areas: rare diseases, orphan drugs, cardio, pain, psychological disorders.

Corporate Director Market Access and Pricing

Almirall

Lead the launch of a strategic dermatological product

Senior Global Market Access and Pricing Manager

•	Lead of global pricing team, that includes all price coordinators in the market companies, regular preparation of meetings and internal communications

Operational Pricing Planning Manager

IMS Health

•	Worked in the initial design and preparation of IMS Pricing Insights tool: creation country pricing profile for each country (Spain, France, Italy, Germany, UK, Slovenia, USA, Brazil among others)
•	Understanding of internal IMS MIDAS pricing information and calculation of mark ups for each country, optimization of calculations
•	User testing of Pricing insights tool

Pricing Expert and HEOR Consultant

Cardinal Health

Formulation of special products.
As well as aseptic release of products

Formulation pharmacist

Superdrug Stores PLC, UK

* Supervise the well running following company policy of 11 pharmacies in the south region of England
* Coach Pharmacy Managers in issues relating difficult staff and leadership skills
* In charge of making internal audits

Pharmacy Manager and Group Pharmacy Manager

At Alira Health, I design pricing strategies that balance affordability, innovation, and environmental responsibility. From WHO Essential Drug List submissions to the Equity Pricing Framework (EPF), my work ensures that medicines reach the patients who need them without compromising sustainability or innovation.
If you're working to improve health equity, sustainability, or patient access, let’s connect!

Two female CEOs step down in one week…

and both are replaced by men.

Belén Garijo at Merck. Emma Walmsley at GSK. 

Two leaders I deeply admire, both leaving their roles, and yet, no female successor in sight.

I can’t help but ask: is this a coincidence or a warning?

At a moment when the gender gap in leadership is under real threat, these moves make me pause. 

Are we doing enough to ensure women continue to rise to the top or are we letting progress slip through our fingers?

I am a proud member of HBA EMEA, and Vice President of HBA Barcelona and I believe in action: mentorship, advocacy, and creating opportunities for the next generation. 

Because talent is not the problem, opportunity is.

💬 What do you think? How can we make sure the next wave of female leaders gets to the top?

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Nerea Blanque Catalina 🌍

Helping pharma, biotech, and medtech companies craft smart global pricing strategies, meet payer expectations, and win at subnational negotiations while boosting their green value story.

A homemade Labubu experiment… and a pricing dilemma

What began as a small family project, creating pajamas, dresses, and hats for Labubus from recycled fabrics, quickly turned into a “mini business.”

My child took one to school, and suddenly, everyone wanted one.

But here’s the dilemma:
1. The project is creative and sustainable, but quality is bad to say the less.
2. Giving items away for free creates joy, but isn’t scalable.
3. Charging would raise customer expectations we aren’t prepared to meet.

It struck me how closely this mirrors what I see in my professional world of pharmaceutical pricing and market access:

1. Price is never just a number. It’s a signal of value and a promise of quality.
2. Charging for something requires confidence that you can consistently deliver on that promise.
3. Misaligned expectations lead to dissatisfaction, whether it’s parents buying Labubu pajamas or patients, payers, and providers evaluating medicines.

This playful experiment reminded me of a serious truth: responsible pricing is about aligning value, expectations, and delivery capacity.

🐵 I’m curious: how do you approach situations where there’s clear demand, but product readiness doesn’t yet justify a price?

PS1: I’m not being paid for Labubu product placement 
PS2: And in case you’re wondering… homemade Labubu pajamas or even Father Christmas costumes are officially sold out, demand has already exceeded my “production capacity”! 


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The biggest challenge in Pharma Pricing & Access? 

It’s invisibility inside our own companies.

Over the past few months of being more active here on LinkedIn, I’ve noticed a common theme among P&R professionals: many of us feel unheard or misunderstood within our companies.

Why is it still so difficult to get the visibility and influence our role deserves?

When Chris Herbert invited me to take part in a roundtable, I knew exactly what the focus should be:

👉 “Pharma Pricing & Access: How to Increase the Role’s Visibility and Influence Across the Company”

I’m very excited to share that I’ll be moderating this online roundtable during Pricing Week.

I’ll be joined by four outstanding professionals:

Mercedes Prior, Head of Corporate Market Access at Neuraxpharm
Fabian Schmidt, Global Head of Value & Access and Policy at Recordati Rare Diseases
Manuel Vazquez Roso Vazquez, Director Global Market Access and Value at Almirall
Preeti Patel, Founder of GPI solutions

📅 When: Tuesday, 7th October | 5:15 – 6:00 PM CET
🔗 How to register to the amazing pricing week: https://lnkd.in/dk8nPP_H

I look forward to a candid discussion on how we can strengthen our role and improve visibility.

Which question would you like to ask our panelists?

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Sometimes your gut tells you the truth before the evidence catches up.

Since MFN, I’ve felt that external reference pricing (ERP) is not the solution to America’s drug pricing crisis. 

It may sound intuitive, if Europe pays less, why shouldn’t the U.S.? 

But the reality is much more complicated.

A new commentary in Value in Health, from ISPOR—The Professional Society for Health Economics and Outcomes Research confirms what many of us suspected: referencing foreign prices doesn’t sustainably lower costs, it delays access, narrows patient choice, and risks innovation.

Link to the article: https://lnkd.in/dr3JsvSz

👉 In Europe, ERP led to price convergence around wealthy countries like Germany and France. Smaller countries? They often saw delayed launches or no launches at all.
👉 Despite short-term savings, net prices stayed high, and inequities widened.
👉 If the U.S. adopts ERP, it risks exporting these unintended consequences, while still failing to solve affordability at home.

The authors Kristi Martin Sean SullivanJens Grueger argue (and I agree): the U.S. should stop importing other countries’ pricing mistakes and instead build its own robust system for value assessment, rooted in American priorities and willingness to pay.

That’s not just policy nuance, it’s about sustainability, equity, and innovation.

So yes, my gut was right: ERP is not the silver bullet.

The hard work lies in creating a uniquely American framework that balances affordability with continued investment in new medicines.

What do you think, will policymakers keep chasing quick fixes, or are we ready for a more sustainable solution?

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Referencing Drug Prices of Other Countries US

It is a pleasure to have been invited to speak at #BNEW2025. 

The multidisciplinary event of the year!

Do not miss the roundtable that I will share with Dr. Carme Valls Llobet and Dr. Blanca Coll-Vinent that will be titled "Health from the gender perspective" on the 1st of October at 12h in the Healthcare vertical. 

You can attend face to face or register to access the content in streaming! 

Link Below: 
https://lnkd.in/dPQ8bcVj

If you want to have a preview of the event, listen to the podcast we recorded last Monday, super exciting:
🎧 Escolta’l aquí! 👇
 https://lnkd.in/ezrNxf_Z

BNEW - Barcelona New Economy Week

Did you know over half of patients prefer medicines that are more eco-friendly...

...even if they cost a bit more or are slightly less easy to use?

A recent study in British Journal of Clinical Pharmacology asked >4,000 chronic medicine users in the Netherlands how much environmental impact, cost, and ease of use matter to them. 

Link to the article: https://lnkd.in/dp3rN-Yw

Turns out, 55.7 % are eco-focused, 20 % are cost-focused, and a small group (~8 %) are eco-skeptical. 

What surprised me:
1. Only ~10-15 % feel they have good knowledge about the environmental impact of medicines.
2. People who are eco-focused often have strong environmental concerns (unsurprisingly!), but there’s also a group (eco-sceptical) that cares about environment and personal health.

So what can we do?

𝐂𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 & 𝐡𝐞𝐚𝐥𝐭𝐡 𝐬𝐲𝐬𝐭𝐞𝐦𝐬: tailor communication. Highlight environmental credentials where this matters.

𝐂𝐥𝐢𝐧𝐢𝐜𝐢𝐚𝐧𝐬: ask patients if environmental sustainability matters to them. It might affect willingness or satisfaction.

𝐄𝐝𝐮𝐜𝐚𝐭𝐨𝐫𝐬 & 𝐩𝐨𝐥𝐢𝐜𝐲 𝐦𝐚𝐤𝐞𝐫𝐬: better transparency & information so patients can make more informed choices.

Fun fact, one of the authors Lourens Bloem kindly approached me and shared the article as he saw I have an interest in the matter. Thanks  the authors for such an important work: Milad Sadreghaemy Daphne Philbert Marcel Bouvy Toine Egberts Eibert Heerdink

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Patient Preferences environmental impact medicines

Did you know that women’s health is still one of the most overlooked areas in healthcare innovation?

Yesterday, I had the pleasure of addressing this important topic during #BNEW week, an event organized by Zona Franca de Barcelona where innovation takes center stage.

At a roundtable brilliantly moderated by Dra. Carreras:
👉 Dra. Coll-Vinent shared the equity initiatives underway at Hospital Clínic and across Catalonia.
👉 Dra. Valls Llobet reflected on her career-long work making visible the invisibility of women in healthcare.
👉 And I, as Vice President of HBA EMEA Barcelona chapter, spoke about how we at HBA are working to advance women’s equity in the workplace and in health in particular.

The discussion was so intense that I didn’t want it to end! 

I also closed with a book recommendation I believe everyone (men and women) should read: We Should All Be Feminists by Chimamanda Ngozi Adichie. Daniela Sica 

I was especially happy to see some of our HBA Barcelona members in the audience and equally, to see many men join the conversation.

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Here’s a fact that should stop us all in our tracks:

For decades, women’s health has been treated as an afterthought.

❌ 80% of medical research? Done on men.
❌ Only 6–8% of sports science? Focuses on women.
❌ AI tools? Still trained on male-dominated datasets.

Translation: HALF the world’s population has been living with health guidance that doesn’t actually reflect us. HALF

And this founder said: Enough.

Meet Helene Guillaume Pabis, the powerhouse behind Wild.AI (acquired by Zepp Health (NYSE:ZEPP)),  a company rewriting the rules of women’s health data.

Here’s why her work is game-changing:
✨ Analysed 451+ studies on female physiology
✨ Partnered with global leaders like Stacy T. Sims, PhD
✨ Built algorithms designed for women’s biology
✨ Created personalised insights aligned with menstrual cycles, life stages & real data

The impact?
✅ 50,000+ women already using Wild.AI including me!!! 
✅ A breakthrough API powering health apps to finally serve women properly
✅ Recognition at MIT, Stanford, Oxford — and growing

As a member of HBA EMEA  and someone deeply committed to women’s leadership and health progression, I find this work not just inspiring but essential. 

This app isn’t just innovation. It’s empowerment. It’s equity. It’s the future of women’s health.

Because women don’t just represent half the population.

We are half the population.

And our health deserves 100% of the data.
Thanks to Dan Sherrard-Smith for the inspiration to write this post

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HEOR questions in TV!

Flashback to my evenings in the UK: tea, University Challenge, and me yelling answers at the screen.

My surprise, when I saw Chloë Hardern's post of the video below where participants are asked about health economics.

I loved it: seeing our field, usually taught in specialized master’s programs, now making its way into universities and even onto TV. 

A great sign that the value of health economics is being recognized more broadly. 

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Teamwork, powerful and beautiful.

Catalan food for thought.

Thanks to La Xarxa, for this amazing video and to Carles Cortés for his enthusiasm while presenting.


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Excited for one of my favorite events of the year: #CPHI 2025!
I’ll be attending with our Transaction Advisory team Christian Hughes, Sofia Puzzi, Dr. Michal Raciborski, and Bianca Sarria Leon and we have some exciting opportunities to share.

If you’d like to connect and discuss how Alira Health can support your business, please send me a DM.+

Let’s make the most of this amazing opportunity to meet in Frankfurt!

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Ahead of my contribution on women health in #BNEW, I wanted to share the report "Salud de la Mujer" written by my dear colleague Iolanda Marchueta in conjunction with EAE Business School.

For too long, women’s health has been marked by taboos, under-investment and under-research. 

This report shows why the tide is finally turning and why the stakes are so high:
1. Women live longer than men, but spend 25% more of their lives in poor health.
2. Only 1% of healthcare research is dedicated to conditions specific to women!!!!!???
3. Investing in women’s health could yield up to $1 trillion a year in productivity and healthcare savings.
4. The “FemTech” sector is booming and could reach $177 billion by 2032, driving innovation in areas like endometriosis, menopause, fertility, and sexual health.

This is not only a medical revolution but also a social and economic one. 

👏 Congratulations to Iolanda for leading such a powerful, data-driven piece that helps to understand the urgency and the opportunity.

Piece of advice: I know, its in Sanish. If you upload it, chat GPT can translate it for you, so don't be lazy.

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EAE Salud Mujer

Another tool in the payer arsenal, my pricing nerd friends!

Payers love it. Market access and pricing teams? …not so much.

Meet the AIM Fair Pricing Calculator: a model that strips pharma pricing down to its bones:
 🔹 R&D costs (documented… or a default lump sum if you can’t prove them)
 🔹 Production & overheads
 🔹 A modest profit margin
 🔹 A capped innovation bonus (only if you deliver true added value)
 🔹 Adjusted for affordability across EU countries

That’s it. No smoke, no mirrors, no “because the market will bear it.” Just costs + fair return + demonstrated value = price.

For payers, this feels like justice. 
For pharma, it feels like handcuffs.

👉 Full model here: Home :: Fair Pricing Calculator

Thanks to Jocelijn Stokx for bringing it to my attention during REPO4EU and to Sibylle Reichert for leading the AIM - Association Internationale de la Mutualité/International Association of Mutuals to design such calculator.

As always, sustainability is missing from the equation. But according to the authors it could be taken into account in the Innovation section.

What do you think: is pharma ready to defend its prices against this calculator?

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Fair Pricing model

Last week, I had the pleasure of being in Barcelona for the REPO4EU Conference and it was one of those moments that reminded me why I’m so passionate about this field.

I shared why I believe it’s one of the smartest ways to do drug development: it reduces waste, speeds up access, and brings real value to patients and society.

But here’s the catch: the pricing models we use today don’t reflect that value. Usually they are not sexy enough to be invested in.

Repurposed medicines are often treated as if they were simple generics, ignoring the huge clinical, ecological, and social impact they can deliver.

Three reflections on my talk:
 ✨ Drug repurposing connects innovation, access, and sustainability.
 ✨ Without adapted frameworks (pricing, regulation, environmental integration), we risk missing its true potential.
 ✨ Only through collective action can we capture its full economic, clinical, and ecological value.

Later, I joined a panel with four inspiring women to dive into health equity in the EU.

Jocelijn Stokx and Sibylle Reichert shared their Fair Pricing Calculator (which I’ll post about soon because it deserves the spotlight!).
Teebah Abu-Zahra طيبة أبوزهرة Abu-Zahra (طيبة أبوزهرة) offered key insights on HTA and drug repurposing.
And the discussion was guided by Ana Sofia Carvalho.

Listening to their perspectives, I was reminded that this is bigger than any one of us, it’s about reshaping the system together.

And that’s exactly what REPO4EU, under the leadership of Harald H.H.W. Schmidt 🕸️💊 H.H.W. Schmidt, is aiming for: creating a European platform for precision drug repurposing with global reach. Their work is both bold and necessary for the future of sustainability and health equity.

👉 Check them out here: repo4.eu

A question I have in me: since drug repurposing embodies circular economy principles, shouldn’t we reward it with better pricing? What do you think?

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The Pandora’s Box of Drug Pricing in M&A:

Let’s talk about something uncomfortable.

During due diligence for an asset, the pricing & market access team does the heavy lifting: price forecasting, payer reactions, competitive analogues. 

They usually give a cautious but realistic price range.

Then comes the M&A team. To make the business case fly, assumptions often get… “optimised.” No offese guys, I feel your pain.

BUT...Prices creep upward in the model. The NPV looks better. The deal looks shiny. Everyone is happy on paper.

But reality is stubborn. 

Launch arrives. Payers push back. Discounts kick in. Access hurdles multiply. 

And suddenly, the “business case” doesn’t look so positive anymore.

This is not a rare scenario. It’s a structural issue.

The tension between realistic pricing assessments and deal optimism can create a dangerous blind spot.

👉 My question is (and now feel free to unfollow me!): Shouldn’t companies build their due diligence on the lowest, most conservative pricing scenarios, instead of inflating them for short-term justification?

Because at the end of the day, the price you negotiate with payers is a lot less flexible than the spreadsheet would have you believe.

Maybe it’s time we stop treating price predictions as “deal decoration” and start grounding them in payer reality.

What do you think is pharma still overestimating pricing power during M&A due diligence?

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Want to know ho innovators tackle Global Health, One health and Planetary health?

Come and join us in Rome! 

Planet Health Innovation Network is organizing a multidisciplinary lunch that will bring together proffessionals from differnt backgrounds: physicians, biologists, engineers, architects, pharmacists and more.

I will be speaking at 16h about drugs and sustainability, one of my favorite topics!

Care to join us?

📅 Date: September 29th
⏲️ Start time: 12:15pm
🗺️ Location: Campus Bio-Medico di Roma

Register here: https://lnkd.in/d55Q7599

Looking forward to see you soon!

Jordi Serrano Pons Luismi Roura Kathrine Raleigh Souad Zeinelddin Jeannine Lemaire Silvia Ussai

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Vote for Chief Access Officer!

In an era where innovation is accelerating faster than ever, one role feels missing at the leadership table: the Chief Access Officer.

Because what good is a breakthrough medicine, device, or digital tool if the people who need it most can’t access it?

Access is about:
• Equitable healthcare for women, minorities, and vulnerable groups
• Policies that close the gap between science and society
• Removing systemic barriers so patients receive timely, effective care
• Right product at the right price

In short: access is impact.

So maybe it’s time we “vote” to give access the same strategic weight as finance, operations, or innovation.

👉 Would love to hear your take: should every healthcare company have a Chief Access Officer at the C-suite?

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Next PRICING CLUB Barcelona is coming!

Are you ready?

Tuesday, 14th October, at the Alira Health offices (Av. de Josep Tarradellas, 123, 7th Floor, 08029 Barcelona) in collaboration with Barcelona Finance School.

This session will feature two world-class speakers Claire Wang and José Vela who will provide critical insight into how to tackle the challenges of developing a professional career in Pricing, and how to influence key business decisions through active leadership.

To conclude the event, we will pay tribute to the enduring legacy of Manu Carricano for another year.

The agenda will be as follows:
✅17:30 - 18:00: Arrival & networking
✅18:00 - 18:30: Knowledge sharing “Why Brilliant Analysts Don’t Always Become Leaders... And How to Close That Gap in Your Pricing Career” by Claire Wang (International speaker & Workshop leader)
✅18:30 - 19:30: Panel discussion “Crossing the Aisle: How Pricing Skills Power Every Transition”
With the participation of:
· Claire Wang
· José Vela (Director of Pricing & Commercial Excellence at Spandex)
Moderated by: Nerea Blanque Catalina 🌍 and Juan Jardón
✅19:30 - 19:45: Manu Carricano Award (sponsored by Pearson Ham Group | The Pricing Specialists)
✅19:45 - 20:00: Closure & Networking

You can register at the following link: 👉 http://bit.ly/4obe2gR

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Two years ago, I embarked on a personal journey to contribute to the advancement of the UN Sustainable Development Goals (SDGs).

Why? 

Because achieving climate justice means ensuring that everyone, regardless of where they live, has the resources and opportunities to act.

If we don’t move forward together, we all risk falling behind.

My focus has been on three key SDGs that are part of my day to day:
 • SDG 3 – Good Health and Well-Being
 • SDG 5 – Gender Equality
 • SDG 13 – Climate Action & Environmental Equity

As part of my commitment to gender equality, I joined the Healthcare Businesswomen’s Association (HBA) and proudly founded the HBA Barcelona Chapter.

My next step has been to join United Nations Population Fund (UNFPA) as a Technical Advisor in the Cervical Cancer Prevention Group. 

With this appointment, I hope to contribute to a future where more women can survive, and even avoid, this preventable disease through vaccination and early intervention.

I’m excited to share that our newest article “Cervical cancer in Eastern Europe and Central Asia: the first signs of progress?” has just been published in The Lancet Primary Care. 

It highlights early epidemiological signals, policy innovations, and the critical role of primary health care in advancing WHO’s elimination strategy across the region.

Thanks to  Silvia Ussai, MD PharmD for being such an amazing lead author, and to Teymur Seyidov and Tamar Khomasuridze for your important work.  This is just the beginning, and I’m looking forward to the impact we can create together.

You can read the full article here:  https://lnkd.in/dDG8W4jj

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Cervical Cancer in EE and CA

Salud planetaria, ONE health. Está en boca de todos.

Por dónde empezar a mejorar este problema del que estamos ahora viendo las consecuencias?

Fácil, en la indústria farmacéutica, los ensayos clínicos generan una huella de carbono significativa, y las compañías farmacéuticas se enfrentan a una presión creciente para reducirla, impulsadas por normativas como el Reglamento Ómnibus, la CSRD y los marcos de fijación de precios ligados a criterios ESG. 

Sin embargo, aunque existen guías de descarbonización, no están adaptadas al sector y resultan difíciles de aplicar en la práctica. 

En nuestro próximo webinar, hablaré junto a Damián S. Martínez Higuera de AECOC y Verdiana Russo de Anthesis Group, sobre: 
 ✔️ Últimas novedades regulatorias en España y su impacto en los ensayos clínicos. 
 ✔️ Cómo diseñar e implementar planes de descarbonización específicos para el sector. 
 ✔️ Metodologías para medir emisiones y cómo integrarlas en modelos económicos de salud para respaldar discusiones sobre precios y reembolsos. 

Una sesión imprescindible para quienes quieran anticiparse a los cambios regulatorios y convertir la sostenibilidad en una ventaja competitiva. 

👉 Inscríbete aquí: https://lnkd.in/gbUtdFkT

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