Meet the Team Behind Pricia
Pricia was founded to bring sharper strategy and stronger execution to pricing in the life science industries. After years of leading global pricing functions, Paw Trebbien recognized that pricing alone wasn’t enough. It needed to align with payer strategy and access planning to drive real commercial success.
That vision evolved into a broader offering when Paw reconnected with Martin Nottmeier, a long-time colleague and market access expert with over 20 years of global experience. Their shared values—hands-on leadership, mutual respect and a commitment to solving real-world client challenges—became the foundation of Pricia’s integrated approach.
Today, Pricia combines strategic pricing, market access expertise and technology solutions to support pharma, medtech and life science innovators across the product lifecycle.
Our mission
We support life science companies in bringing therapies to market more effectively and ensuring patients gain timely access to the treatments they need.
By combining strategic insight with hands-on execution, we guide clients from early development through launch and into the later stages of the product lifecycle. Our approach integrates powerful tools like Atlas360 and Hercules, alongside collaboration with strategic partners and specialized firms.
Headquartered in Europe with global payer expertise, we work closely with clients to address regulatory and commercial complexity with customized strategies, practical execution and a focus on long-term value.
Paw founded Pricia with the goal of changing the way pharmaceutical and medtech companies approach pricing — making it more strategic, better aligned with market access and tailored to real-world business needs.
With over 20 years of industry experience and more than 14 years dedicated specifically to pricing and market access, Paw has led the turnaround of pricing functions in four mid- to large-size pharma companies. His career includes leadership roles at Nycomed, Takeda, Lundbeck, LEO Pharma and MC2 Therapeutics. At LEO Pharma, he led a global pricing and market access team of 20, with responsibility spanning health economics and biostatistics. Most recently, he served as Vice President at MC2 Therapeutics, where he led the EU, EM and U.S. launch of a new psoriasis treatment.
Paw’s expertise covers pricing governance, launch strategy, gross-to-net optimization and life cycle management. He’s known for his ability to simplify complexity, build strong pricing functions and drive commercial impact.
“Pricing isn’t just a number — it’s a strategic lever. At Pricia, we help our clients make every decision count.”
Martin joined Pricia to expand its capabilities into payer strategy and market access. With over 20 years of global experience across pharma, biotech and medtech, Martin has led the build-up of two pricing and market access functions and brings deep expertise in health economics, outcomes research, real-world evidence and clinical study design.
He has held senior roles at Pfizer, Ferring, Nycomed, Coloplast and Pharmacosmos, including global market access leadership. His work spans early development through loss of exclusivity, with successful launches across the US, EU, China, Japan and Asia-Pacific. Martin has also published health economic models, led HTA submissions and advised on payer evidence strategies at both global and account levels.
“Every health innovation holds more payer value than what typically is documented at launch. I help clients uncover, communicate and maximize that value throughout the product life cycle.”
Rasmus has been part of Pricia from the very beginning. His role involves managing software integration and providing responsive customer support to ensure seamless system functionality.
Responsibilities include maintaining and analyzing large datasets to support pricing decisions, as well as managing pricing documentation and issuing accurate price certificates.
Rasmus also oversees the pricing systems and ensures system data integrity.
Additionally, Rasmus contributes with strong project management skills and clear data visualizations.
Paw founded Pricia with the goal of changing the way pharmaceutical and medtech companies approach pricing — making it more strategic, better aligned with market access and tailored to real-world business needs.
With over 20 years of industry experience and more than 14 years dedicated specifically to pricing and market access, Paw has led the turnaround of pricing functions in four mid- to large-size pharma companies. His career includes leadership roles at Nycomed, Takeda, Lundbeck, LEO Pharma and MC2 Therapeutics. At LEO Pharma, he led a global pricing and market access team of 20, with responsibility spanning health economics and biostatistics. Most recently, he served as Vice President at MC2 Therapeutics, where he led the EU, EM and U.S. launch of a new psoriasis treatment.
Paw’s expertise covers pricing governance, launch strategy, gross-to-net optimization and life cycle management. He’s known for his ability to simplify complexity, build strong pricing functions and drive commercial impact.
“Pricing isn’t just a number — it’s a strategic lever. At Pricia, we help our clients make every decision count.”
Martin joined Pricia to expand its capabilities into payer strategy and market access. With over 20 years of global experience across pharma, biotech and medtech, Martin has led the build-up of two pricing and market access functions and brings deep expertise in health economics, outcomes research, real-world evidence and clinical study design.
He has held senior roles at Pfizer, Ferring, Nycomed, Coloplast and Pharmacosmos, including global market access leadership. His work spans early development through loss of exclusivity, with successful launches across the US, EU, China, Japan and Asia-Pacific. Martin has also published health economic models, led HTA submissions and advised on payer evidence strategies at both global and account levels.
“Every health innovation holds more payer value than what typically is documented at launch. I help clients uncover, communicate and maximize that value throughout the product life cycle.”
Rasmus has been part of Pricia from the very beginning. His role involves managing software integration and providing responsive customer support to ensure seamless system functionality.
Responsibilities include maintaining and analyzing large datasets to support pricing decisions, as well as managing pricing documentation and issuing accurate price certificates.
Rasmus also oversees the pricing systems and ensures system data integrity.
Additionally, Rasmus contributes with strong project management skills and clear data visualizations.
Payors (U.S.) and payers (Ex-U.S.) are different
"Healthcare systems differ in complexity from one market to another, particularly between the U.S. and ex-U.S. Appreciating these varying value perspectives is key to planning and executing a successful global go-to-market strategy."
Martin Nottmeier
Pricia Market Access Lead
Built on collaboration and trusted across the industry
Pricia is purpose-built to deliver high-impact pricing and market access solutions with precision and agility. Backed by a trusted network of expert partners, we offer global coverage, local insight and specialised capabilities across pharma, biotech and medtech.
We work closely with leading data providers, software developers, regional and local access specialists to expand our reach and enhance delivery. Whether it’s system integration, pricing analytics or navigating country-specific HTA submissions, we bring the right expertise to every project with clarity, responsiveness and strategic focus.
Our collaboration with Global Pricing Innovations (GPI) and our expert network across the EU, EM and U.S. allows us to provide tailored solutions and gold standard data insights with confidence, wherever our clients operate
Strategic Partnerships
GPI provides data-driven pricing and market access insights to help pharmaceutical companies make informed, evidence-based decisions. Their automated tools and expert team support strategy development, competitive analysis and price forecasting.
Vamstar delivers AI-powered tools, including the Pricing Co-Pilot, to support smarter commercial decisions in pharma, biotech and medtech. Their platform helps clients uncover opportunities and act on real-time market data.
Xplico offers expertise in valuation, forecasting and portfolio management. They support pharma and biotech companies during project evaluation and partnering negotiations.
Access Elevate provides pricing and market access strategy support with a strong focus on payer insight generation and value assessment for pipeline and business development projects.
Additional Partners
Broad global network of regional & market specific experts and subject matter experts.
Strategic Partnerships
GPI provides data-driven pricing and market access insights to help pharmaceutical companies make informed, evidence-based decisions. Their automated tools and expert team support strategy development, competitive analysis and price forecasting.
Vamstar delivers AI-powered tools, including the Pricing Co-Pilot, to support smarter commercial decisions in pharma, biotech and medtech. Their platform helps clients uncover opportunities and act on real-time market data.
Xplico offers expertise in valuation, forecasting and portfolio management. They support pharma and biotech companies during project evaluation and partnering negotiations.
Access Elevate provides pricing and market access strategy support with a strong focus on payer insight generation and value assessment for pipeline and business development projects.
Additional Partners
Broad global network of regional & market specific experts and subject matter experts.
Strategic Partnerships
GPI provides data-driven pricing and market access insights to help pharmaceutical companies make informed, evidence-based decisions. Their automated tools and expert team support strategy development, competitive analysis and price forecasting.
Vamstar delivers AI-powered tools, including the Pricing Co-Pilot, to support smarter commercial decisions in pharma, biotech and medtech. Their platform helps clients uncover opportunities and act on real-time market data.
Xplico offers expertise in valuation, forecasting and portfolio management. They support pharma and biotech companies during project evaluation and partnering negotiations.
Access Elevate provides pricing and market access strategy support with a strong focus on payer insight generation and value assessment for pipeline and business development projects.
Additional Partners
Broad global network of regional & market specific experts and subject matter experts.
Ready to price optimally?
Meet the Team Behind Pricia
Pricia was founded to bring sharper strategy and stronger execution to pricing in the life science industries. After years of leading global pricing functions, Paw Trebbien recognized that pricing alone wasn’t enough. It needed to align with payer strategy and access planning to drive real commercial success.
That vision evolved into a broader offering when Paw reconnected with Martin Nottmeier, a long-time colleague and market access expert with over 20 years of global experience. Their shared values—hands-on leadership, mutual respect and a commitment to solving real-world client challenges—became the foundation of Pricia’s integrated approach.
Today, Pricia combines strategic pricing, market access expertise and technology solutions to support pharma, medtech and life science innovators across the product lifecycle.
Our mission
We support life science companies in bringing therapies to market more effectively and ensuring patients gain timely access to the treatments they need.
By combining strategic insight with hands-on execution, we guide clients from early development through launch and into the later stages of the product lifecycle. Our approach integrates powerful tools like Atlas360 and Hercules, alongside collaboration with strategic partners and specialized firms.
Headquartered in Europe with global payer expertise, we work closely with clients to address regulatory and commercial complexity with customized strategies, practical execution and a focus on long-term value.
Paw founded Pricia with the goal of changing the way pharmaceutical and medtech companies approach pricing — making it more strategic, better aligned with market access and tailored to real-world business needs.
With over 20 years of industry experience and more than 14 years dedicated specifically to pricing and market access, Paw has led the turnaround of pricing functions in four mid- to large-size pharma companies. His career includes leadership roles at Nycomed, Takeda, Lundbeck, LEO Pharma and MC2 Therapeutics. At LEO Pharma, he led a global pricing and market access team of 20, with responsibility spanning health economics and biostatistics. Most recently, he served as Vice President at MC2 Therapeutics, where he led the EU, EM and U.S. launch of a new psoriasis treatment.
Paw’s expertise covers pricing governance, launch strategy, gross-to-net optimization and life cycle management. He’s known for his ability to simplify complexity, build strong pricing functions and drive commercial impact.
“Pricing isn’t just a number — it’s a strategic lever. At Pricia, we help our clients make every decision count.”
Martin joined Pricia to expand its capabilities into payer strategy and market access. With over 20 years of global experience across pharma, biotech and medtech, Martin has led the build-up of two pricing and market access functions and brings deep expertise in health economics, outcomes research, real-world evidence and clinical study design.
He has held senior roles at Pfizer, Ferring, Nycomed, Coloplast and Pharmacosmos, including global market access leadership. His work spans early development through loss of exclusivity, with successful launches across the US, EU, China, Japan and Asia-Pacific. Martin has also published health economic models, led HTA submissions and advised on payer evidence strategies at both global and account levels.
“Every health innovation holds more payer value than what typically is documented at launch. I help clients uncover, communicate and maximize that value throughout the product life cycle.”
Rasmus has been part of Pricia from the very beginning. His role involves managing software integration and providing responsive customer support to ensure seamless system functionality.
Responsibilities include maintaining and analyzing large datasets to support pricing decisions, as well as managing pricing documentation and issuing accurate price certificates.
Rasmus also oversees the pricing systems and ensures system data integrity.
Additionally, Rasmus contributes with strong project management skills and clear data visualizations.
"Healthcare systems differ in complexity from one market to another, particularly between the U.S. and ex-U.S. Appreciating these varying value perspectives is key to planning and executing a successful global go-to-market strategy."
Martin Nottmeier
Pricia Market Access Lead
Built on collaboration and trusted across the industry
Pricia is purpose-built to deliver high-impact pricing and market access solutions with precision and agility. Backed by a trusted network of expert partners, we offer global coverage, local insight and specialised capabilities across pharma, biotech and medtech.
We work closely with leading data providers, software developers, regional and local access specialists to expand our reach and enhance delivery. Whether it’s system integration, pricing analytics or navigating country-specific HTA submissions, we bring the right expertise to every project with clarity, responsiveness and strategic focus.
Our collaboration with Global Pricing Innovations (GPI) and our expert network across the EU, EM and U.S. allows us to provide tailored solutions and gold standard data insights with confidence, wherever our clients operate
Strategic Partnerships
GPI provides data-driven pricing and market access insights to help pharmaceutical companies make informed, evidence-based decisions. Their automated tools and expert team support strategy development, competitive analysis and price forecasting.
Vamstar delivers AI-powered tools, including the Pricing Co-Pilot, to support smarter commercial decisions in pharma, biotech and medtech. Their platform helps clients uncover opportunities and act on real-time market data.
Xplico offers expertise in valuation, forecasting and portfolio management. They support pharma and biotech companies during project evaluation and partnering negotiations.
Access Elevate provides pricing and market access strategy support with a strong focus on payer insight generation and value assessment for pipeline and business development projects.
Additional Partners
Broad global network of regional & market specific experts and subject matter experts.