In this episode, Stefan Walzer talks with experienced Market Access manager Helmut Butscher about concrete AI applications across the full Market Access value chain. They explore how AI accelerates systematic literature reviews, unlocks real‑world evidence from complex data sources, supports HTA dossier preparation, and enables smarter decisions on pricing, reimbursement and global launch sequencing. They also address the limits and risks of AI in a highly regulated setting – from opaque HTA and payer decisions to regulatory uncertainty around AI‑generated evidence and the ethical tension between efficiency and fairness in health technology assessment.

Stefan and Helmut then look ahead to the evolving role of the Market Access manager – not as someone replaced by algorithms, but as a central orchestrator who uses AI as a powerful sparring partner to make better, faster and more transparent decisions. Whether you work in Market Access, HEOR, pricing, strategy or related fields, this episode offers a clear, practice‑oriented view on how to start using AI meaningfully in your daily work – and where it pays to remain cautious.

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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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