Diana Steinway
Leuven
Summary
Diana is a market access and communications consultant with 20 years of experience working in the pharmaceutical and medical device industries. At the core of her expertise lies a deep-seated passion for pioneering strategic solutions that inform value-based communications for products with complex needs. She believes clarity is the key to crafting compelling value propositions, global value and reimbursement dossiers, landscape reviews, payer materials, and HEOR publications. Her approach is deeply collaborative, drawing on the collective wisdom of experienced advisers, high-profile clinical leaders, and health economists to ensure every strategy is robust and every communication resonates with credibility.
Overview
22
22
years of professional experience
Work History
Market Access & Medical Communications Consulting
APPA
09.2017 - Current
- I founded APPA in 2017 as an independent consultancy specializing in medical and market access communications for the healthcare industries
- I currently work with educational institutions, pharmaceutical companies, patient organizations and market access consultancies, delivering a range of projects
- Experience includes:
- Communications consultant for the NEWDIGS FoCUS project
- FoCUS is developing financing and reimbursement models for durable and curative gene therapies in the US healthcare market.
- Market access consultant for products in oncology, rare diseases, and vaccines, including landscape/evidence reviews, value propositions, global value dossiers, payer materials, HTA submissions, and HEOR publications.
- Medical writing of marketing communications, white papers, scientific publications, slide kits and educational materials for pharmaceutical and medical device clients.
Principal Medical Writer
Health Interactions
09.2010 - 02.2013
- Senior Consultant
- PRMA Consulting / Fleet, England | Mar 2013 – Jul 2017
- Editorial and project lead for oncology/hematology indications and hepatitis franchise with major pharmaceutical client
Senior Medical Writer
ACUMED
02.2009 - 08.2010
- Key therapy areas: hypertension; RCC; breast cancer
Senior Medical Writer
Mudskipper
05.2007 - 05.2008
- Key therapy areas: breast cancer; MDS; rare genetic anemias
Medical Writer & Editor
Complete Medical Group
03.2002 - 04.2007
- Key therapy areas: breast cancer, prostate cancer; epilepsy; hemophilia
Education
Graduate studies, Communications -
University of Georgia
Athens, GA01.1996
BSc Hons, Biology -
Wake Forest University
Winston-Salem, NC01.1994
Skills
- HTA analysis and therapy/disease area landscaping to assess gaps in clinical and economic knowledge
- Value story elicitation through evidence review and gap analysis, internal workshops, and value message testing with payers
- Creation and management of global/core and reimbursement dossiers
- Primary research, including one-to-one interviews and online or face-to-face workshops with key clinical leaders and/or payers
- Solutions-oriented, 'big picture' thinker
- Huge range of disease area experience, with a particular focus in oncology, neurology, and rare genetic diseases
- Market experience includes EU, Canada, Australia, UK, USA
- Clear verbal and written communication
Websites
Notable Publications
- Oncologist 2006, 10.1634/theoncologist.11-90001-4
- J Clin Oncol 2009, 10.1200/JCO.2008.20.6847
- Health Qual Life Outcomes 2015, 10.1186/s12955-015-0377-3
- Adv Ther 2016, 10.1007/s12325-016-0313-x
- JITC 2020, 10.1136/jitc-2020-000648
- Pulm Circ 2022, doi: 10.1002/pul2.12136
Expertise
Value propositions, Global value dossiers, Payer materials, Landscape and HTA analysis, HEOR publications, Objection handlers, European P&R processes, HTA submissions, US healthcare market, Marketing materials, Sales training, Publication planning and delivery, Product launches, Conference symposiums, Competitor analysis, Commercial materials
Timeline
Market Access & Medical Communications Consulting
APPA
09.2017 - Current
Principal Medical Writer
Health Interactions
09.2010 - 02.2013
Senior Medical Writer
ACUMED
02.2009 - 08.2010
Senior Medical Writer
Mudskipper
05.2007 - 05.2008
Medical Writer & Editor
Complete Medical Group
03.2002 - 04.2007
Graduate studies, Communications -
University of Georgia
BSc Hons, Biology -
Wake Forest University
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