Welcome to “Debunking Value, Access & Pricing Myths”—a podcast series from IQVIA’s Value and Payer Evidence team where we separate fact from fiction on some of the most persistent misconceptions in the world of healthcare pricing and access.

In this debut episode, your host Rebecca Coady, Principal at IQVIA, is joined by her colleague and EU HTA expert, Sian Tanner. Together, they take on a myth that's loomed large in the industry for decades: “A centralized EU HTA will never happen.”

Sian, who leads IQVIA’s EU HTA Solutions offering, unpacks what the reality of EU HTA implementation means for pharmaceutical teams across Europe.
From challenges and timelines to strategic priorities and long-term implications for market access, they cover what you need to know—and what your team should be doing now to prepare.