Webinar – LATAM Market Access Unlocked: Insights from Argentina, Brazil, Colombia, and Mexico
How do LATAM healthcare markets differ and what do these differences mean for Pharma and Medtech launch planning? What should global market access teams know to support affiliates in Argentina, Brazil, Colombia, and Mexico? How do evidence requirements, access routes, and payer expectations vary across the region?
For global market access teams planning for launch in Latin America (LATAM), understanding the diversity and complexity of this region is essential. Healthcare systems vary significantly between markets, regulatory and payer expectations differ, and health technology assessment (HTA) processes continue to evolve. These differences create both opportunities and challenges for Pharma and Medtech companies preparing evidence, developing global plans, and equipping local affiliates with the right materials to secure access.
On Thursday 19th March at 3.00pm Petauri Evidence held this webinar to support global teams in understanding the LATAM market access landscape.
In this session, Louise Maddison (Senior Consultant – Global Pricing and Market Access, Petauri Evidence) interviewed four regional experts:
- For Argentina: Eleonora Aiello (CEO at Ceibo Health Consulting)
- For Brazil: Alessandra Calabró (Independent expert in market access and government affairs)
- For Colombia: María Fernanda Escobar (Principal Advisor, InnovaSalud)
- For Mexico: Fernando del Río (Partner at InnovaSalud, GP at XB Ventures)
Together, they unpacked the access landscape in their countries, sharing experience‑based insight to help global teams refine evidence plans and align global materials to local payer expectations.
In this webinar, we explored:
- Variation in healthcare systems, regulatory structures, and payer landscapes across LATAM
- HTA landscape in key markets and the influence of bodies such as CONITEC in Brazil, IETS in Colombia, CENETEC in Mexico, and ANEFiTS in Argentina
- Differences in evidence expectations, including clinical, economic, and real‑world data requirements
- How global dossiers, value messages, and evidence packages can better support affiliates engaging with local payers
- Opportunities and challenges for introducing Pharma and Medtech innovations into LATAM markets
- Future policy, regulatory, and reimbursement developments to monitor across the region
Listen to the podcast:
This episode is also available as a podcast. Listen below or search ‘Pharma Market Access Insights – from Petauri Evidence’ on Spotify, Apple Podcasts or Google Podcasts.
More about our speakers:
Eleonora Aiello
CEO and Founder of Ceibo Health Consulting, Eleonora is a leading market access and health economics and outcomes research (HEOR) expert with more than 25 years’ experience supporting pharmaceutical and biotechnology companies across Argentina and South America. Her background spans senior HEOR and market access roles in global Pharma, giving her deep insight into the evidence, pricing, and stakeholder requirements that shape access in Argentina.
Alessandra Calabró
An independent expert in market access and government affairs in Brazil, Alessandra has over 20 years’ experience in top global Pharma, Medtech, and biotechnology companies. She has developed and executed HTA strategies for new technologies resulting in successful reimbursement approvals and expanded patient access in both public and private segments.
María Fernanda Escobar
María is a strategist and consultant focused on accelerating transformation in the healthcare system. As CEO of Lovehumankind and Partner at P31 Consulting, she works at the intersection of strategy, human-centred design, and behaviour change. She has more than 20 years of experience in Healthcare and Pharma. She worked as a consultant in IQVIA, managing the Colombian office. Later on, she work at AbbVie in Launch Excellence and with the Biotherapeutics Strategy team.
Fernando del Río
Fernando is a Partner at InnovaSalud. In the last 20 years, his work has been focused on supporting global and local Pharma and biotechnology, research based and generic, and medical technology companies in various therapy and diagnosis areas. He has also worked for government institutions, industry associations, and private equity firms. He has led numerous market access projects across LATAM. Prior to joining InnovaSalud, Fernando was Geographic Principal for Consulting at IQVIA (formerly IMS Health), leading the Consulting and Market Research practices in a dozen Latin American markets. Formerly, Fernando was a Principal at the BCG working in projects across LATAM in various industries.
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