Meet the team with decades of experience
DIANA STEINWAY, FOUNDER & MANAGING DIRECTOR
Diana has two decades of experience as a Market Access and Communications Consultant within the pharmaceutical, biotechnology and medical device industries.
At the core of her expertise lies a passion for pioneering and implementing sophisticated market access strategies that anchor value-based communications, support premium reimbursement, and broaden patient access.
She has extensive experience crafting compelling and persuasive value propositions and global value and reimbursement dossiers for products with complex challenges, in addition to leading projects that lay the groundwork for successful reimbursement such as disease and therapy area landscaping, primary payer research, and HEOR publications.
Her methodological approach is deeply collaborative, leveraging a network of experienced advisers, including high-profile clinical leaders and health economists, to ensure every strategy is robust and every communication resonates with data-driven credibility that thoroughly shows a product’s value to payers.
CHRISTIAN HUYGHE, SENIOR ADVISOR
After studying medicine at the presitigious University of Ghent, Christian specialized in internal medicine and oncology in the Netherlands. His transition to the pharmaceutical industry in 1985 marked the beginning of a distinguished career, during which he held pivotal roles in market access and medical affairs at several leading pharmaceutical companies.
In 2009, Christian leveraged his extensive industry knowledge to become a sought-after consultant, specializing in EU market access strategies for biopharmaceuticals and medical devices. He is particularly renowned for his keen insights into the reimbursement landscapes across the BeNeLux region, making him a key asset to any healthcare innovation team aiming for market breakthroughs.
VALUE GENOME & KEVIN MAYO, STRATEGIC PARTNERS
When your project demands not just depth but breadth of market expertise, our strategic partnership with Value Genome, a consortium of medical experts and experienced consultants with expertise in the US, Europe, Japan and Asia, is your gateway to success.
Value Genome is led by Kevin Mayo, an industry leader with significant expertise in market access, pricing and reimbursement, health economics and outcomes research, health policy and government affairs, and patient / medical advocacy. Kevin has a proven track record of delivering revenue and market share growth.
Our partnership isn't just about scaling operations—it's about multiplying capabilities. By combining in-house experience with our network of specialized knowledge, we deliver a robust service suite tailored to tackle your project's most demanding aspects, while keeping costs lower than larger consultancies.
Together, APPA and Value Genome maximize access to innovative medicines while optimizing revenue streams with win-win solutions.