In the latest episode of the MAP – Market Access Podcast, Dr. Stefan Walzer speaks with pricing and access expert Shrutya Bhalla about how primary research must evolve in an era of AI, policy shocks, and accelerating market complexity. The key takeaway: high‑quality primary research is no longer just about collecting insights – it must enable real strategic choices on pricing, access, launch sequencing, and evidence generation. This means moving from slow, static projects to continuous, platform‑driven, AI‑supported research, using AI for speed, automation and better hypotheses while keeping humans firmly in the lead for judgment, context and responsibility, and building research that is robust enough for MFN, new US tariffs, and fast‑changing global policy environments.

Shrutya also shares how new stakeholder research platforms like Mulya, and innovations such as Market Access 4.0 tools like mAxInsights, DO-Bo, Q-Bo and Wafle, are redefining how we run payer research: faster, more economical, and closer to real‑time decision needs. If you work in market access, pricing, Health Economics and Outcomes Research (HEOR) or commercialization, this episode is a must‑listen to understand where primary research is headed.

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MAP is the first and only bi-weekly market access podcast provided by MArS—and the global #1 podcast in the field of health economics. For more information about MArS Market Access and Pricing Strategy, visit: https://marketaccess4-0.com/

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