About APPA

The value strategy partner you had in mind.

I’m Diana Steinway, founder of APPA and a senior global market access consultant with over a decade of experience.

I work with pharmaceutical, biotech and medical device teams across Europe and North America to navigate complex reimbursement systems, translating clinical evidence and payer insight into compelling value strategies that support patient access.

I am particularly drawn to situations where the evidence base is strong but the value story is not yet fully articulated. My role is to bring structure, clarity, and strategic direction — helping teams align around credible positioning that supports sustainable market entry and meaningful reimbursement discussions.

Let’s talk.

If you would like to discuss an upcoming program or explore how I can support your market access strategy, I would be happy to hear from you.