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 recognised 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.
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.
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 optimisation 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 Nottmeier leads Pricia’s market access and payer strategy capabilities. With more than 20 years of global experience across pharma, biotech and medtech, he has built market access functions, shaped pricing and evidence strategies and bringsdeep expertise in health economics, outcomes research, real world evidence and clinicalstudy design.
He has held senior roles at Pfizer, Ferring, Nycomed, Coloplast and Pharma cosmos, guiding access strategies from early development through loss of exclusivity. His work includes successful launches across the US, EU, China, Japan and Asia Pacific, published health economic models, HTA submissions and payer evidence strategies atboth global and account levels.
“Every health innovation holds more payer value than what is typically documented at launch. I help clients uncover, communicate and maximise that value throughout the product life cycle.”
Max Lobermeyer leads Pricia’s MedTech pricing and commercial strategy capabilities. With 15 years of global MedTech commercial leadership experience, including 10 years dedicated to pricing, he helps medical device companies strengthen pricing discipline, improve margins and build scalable commercial models across products, services and digital health solutions.
He spent his career at Coloplast, where he held senior leadership roles across pricing, trade and commercial services. His experience includes global pricing governance across more than 40 markets, large portfolio pricing structures and commercialisation of an industry-first connected medical device, developing the pricing, reimbursement and commercial model from pilot through reimbursed launch.
His expertise covers pricing governance, margin optimisation, product and service pricing, deal simulation, and the commercialisation of connected and digital health offerings. Through Max’s expertise, Pricia strengthens its end-to-end pricing and market access support within MedTech.
“Pricing is the fastest way to add margin and the slowest thing most companies get around to fixing. Done with discipline, it makes every commercial decision sharper.”
Helle Viebjerg strengthens Pricia’s pricing and market access capabilities, helping pharmaceutical and biotech companies translate pricing strategy into practical, cross-functional execution throughout the product lifecycle.
With more than 20 years of global pharma experience, she has held senior roles at LEO Pharma and Pfizer, leading global pricing strategies, launch preparation and transformation initiatives across functions and markets.
Her experience spans pricing governance, launch strategy, gross-to-net transparency and commercial decision-making in diverse payer environments. She is known for combining strong analytical and financial foundations with practical commercial insight, helping organisations align stakeholders and turn strategy into action.
“Pricing is where strategy meets reality. It requires alignment across functions to translate value into one consistent, global position.”
Rasmus Gamborg
Technical Director
RGGR@pricia.dk
Rasmus Gamborg leads Pricia’s technical delivery and pricing platform capabilities, ensuring clients have the systems, data and technical foundations needed to support effective pricing decisions.
He oversees the development and delivery of Pricia’s pricing platforms, helping clients manage complex pricing data, maintain robust governance and turn large datasets into clear commercial insights. His expertise spans pricing systems, data management, technical project delivery and data visualisation, enabling reliable decision-making across global organisations.
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
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 Atlas and Hercules, alongside collaboration with strategic partners and specialised firms.
Headquartered in Europe with global payer expertise, we work closely with clients to address regulatory and commercial complexity with customised strategies, practical execution and a focus on long-term value.
Strategic Partnerships
FingerPost’s vision is to increase the number of innovative products that secure optimal asset valuations and sales revenues, through early consideration of market access and careful strategic planning. With expertise spanning commercial strategy, market access and launch execution, the team brings deep, real-world experience across a wide range of disease areas and global markets.
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.
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
Market Access Lead
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 NottmeierMarket Access Lead
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 recognised 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.
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 optimisation 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.”
Paw Trebbien
Founder and CEO
PTRE@pricia.dk
+45 31617351
Martin Nottmeier leads Pricia’s market access and payer strategy capabilities. With more than 20 years of global experience across pharma, biotech and medtech, he has built market access functions, shaped pricing and evidence strategies and bringsdeep expertise in health economics, outcomes research, real world evidence and clinicalstudy design.
He has held senior roles at Pfizer, Ferring, Nycomed, Coloplast and Pharma cosmos, guiding access strategies from early development through loss of exclusivity. His work includes successful launches across the US, EU, China, Japan and Asia Pacific, published health economic models, HTA submissions and payer evidence strategies atboth global and account levels.
“Every health innovation holds more payer value than what is typically documented at launch. I help clients uncover, communicate and maximise that value throughout the product life cycle.”
Martin Nottmeier
Market Access Lead
MNOT@pricia.dk
+45 27888874
Max Lobermeyer leads Pricia’s MedTech pricing and commercial strategy capabilities. With 15 years of global MedTech commercial leadership experience, including 10 years dedicated to pricing, he helps medical device companies strengthen pricing discipline, improve margins and build scalable commercial models across products, services and digital health solutions.
He spent his career at Coloplast, where he held senior leadership roles across pricing, trade and commercial services. His experience includes global pricing governance across more than 40 markets, large portfolio pricing structures and commercialisation of an industry-first connected medical device, developing the pricing, reimbursement and commercial model from pilot through reimbursed launch.
His expertise covers pricing governance, margin optimisation, product and service pricing, deal simulation, and the commercialisation of connected and digital health offerings. Through Max’s expertise, Pricia strengthens its end-to-end pricing and market access support within MedTech.
“Pricing is the fastest way to add margin and the slowest thing most companies get around to fixing. Done with discipline, it makes every commercial decision sharper.”
Max Lobermeyer
MedTech Lead
MAXL@pricia.dk
+45 31106346
Helle Viebjerg strengthens Pricia’s pricing and market access capabilities, helping pharmaceutical and biotech companies translate pricing strategy into practical, cross-functional execution throughout the product lifecycle.
With more than 20 years of global pharma experience, she has held senior roles at LEO Pharma and Pfizer, leading global pricing strategies, launch preparation and transformation initiatives across functions and markets.
Her experience spans pricing governance, launch strategy, gross-to-net transparency and commercial decision-making in diverse payer environments. She is known for combining strong analytical and financial foundations with practical commercial insight, helping organisations align stakeholders and turn strategy into action.
“Pricing is where strategy meets reality. It requires alignment across functions to translate value into one consistent, global position.”
Helle Viebjerg
Pricing Lead Consultant
HCVI@pricia.dk
+45 41736571
Rasmus Gamborg leads Pricia’s technical delivery and pricing platform capabilities, ensuring clients have the systems, data and technical foundations needed to support effective pricing decisions.
He oversees the development and delivery of Pricia’s pricing platforms, helping clients manage complex pricing data, maintain robust governance and turn large datasets into clear commercial insights. His expertise spans pricing systems, data management, technical project delivery and data visualisation, enabling reliable decision-making across global organisations.
Rasmus Gamborg
Technical Director
RGGR@pricia.dk
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
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 Atlas and Hercules, alongside collaboration with strategic partners and specialised firms.
Headquartered in Europe with global payer expertise, we work closely with clients to address regulatory and commercial complexity with customised strategies, practical execution and a focus on long-term value.
Strategic Partnerships
FingerPost’s vision is to increase the number of innovative products that secure optimal asset valuations and sales revenues, through early consideration of market access and careful strategic planning. With expertise spanning commercial strategy, market access and launch execution, the team brings deep, real-world experience across a wide range of disease areas and global markets.
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.
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
Market Access Lead