Get Your Tech to Patients: A Market Access Masterclass ft. Chus Castillo | Episode 7

Market access is the invisible bridge between a health technology being approved and a patient actually using it.In this episode of the Health Innovation Playground, we sit down with Chus Castillo — a biologist-turned-strategist with over 25 years at Roche, GSK, and Pfizer, now leading market access and pricing consulting at IGES Spain.We unpack what market access actually means day-to-day (hint: five key questions every innovator must answer), how the rules differ dramatically between Europe, the US, and China, and why pricing is no longer just a number — it's a tool of national policy. We also get into the quiet revolution happening in Health Technology Assessment, where social impact and environmental sustainability are starting to count alongside clinical evidence.For entrepreneurs: Chus is direct — your product will not sell itself, no matter how good your data is. Here's what you actually need.Recorded at IGES Spain, BarcelonaThis is the Health Innovation Playground , with Yousef H. Ahmed MDSubstack: ⁠https://healthinnovationplayground.substack.com/⁠Connect with Yousef: ⁠https://www.linkedin.com/in/yousef-h-ahmed-368b79103/⁠