Pricing and market access for Medtech
Setting the price is one thing. Keeping the margin is another.
In Medtech, margin slips between list price and what you actually keep. It happens across markets, tenders, channels and the services that follow the sale. Pricia anchors price in payer value, closes the gaps where margin is leaking and installs the governance that holds it in place.
For Medtech companies operating across multiple markets, from single-product innovators to multi-line portfolios.
The problem
You set a strong price. You keep less of it than you should.
In Medtech, pricing decisions are often made in silos. Tenders, channels and country-specific deals each erode the price you set. Without governance across the portfolio and a system to see the whole picture, margin leaks deal by deal.
Margin is built across the commercial model, not just at the price.
What we solve
The questions we help you answer.
Pricing and market access, delivered as one practice. From first launch to mature portfolio, we protect commercial value at every stage.
01
Pricing & Market Access Strategy
- Payer and tender landscape
- Translating payer value into price
- Value proposition and pricing model
- Evidence gap analysis
- Health economic modelling
02
Market Entry & Launch
- Go-to-market commercial model
- Launch price and corridor across markets
- Device, consumable and service bundling
- Value dossiers
- Access and reimbursement submissions
03
Portfolio & Net Price
- Country and channel-specific pricing
- Cross-border trade and price-corridor evaluation
- Gross-to-net optimisation
- Recurring revenue and service pricing
- Price-volume and margin modelling
04
Governance & Systems
- Targeted change management driving organisational buy-in and practice
- Deal desk and price boards
- Discount and approval frameworks
- Price governance routines and audit trail
- List-to-pocket transparency and reporting
- Atlas, our pricing platform, built around your portfolio
How we work
Senior-led, hands-on and built to last.
Every engagement is led by people who have run pricing and market access inside a Medtech business and stay close from start to finish. You get results, not just reports: governance your markets can run, and a system that holds the value in over time. And you don’t have to commit to all of it on day one.
FIND
Start with a diagnostic
A focused, fixed-scope phase. We structure and clean your commercial data, where pricing, discount and contract information usually sits across systems, and map your conditions market by market.
You leave with a clear picture of where margin is leaking, what it’s worth to close and the focus areas to act on.
CLOSE
Close the gaps. Stop the erosion.
We act on the focus areas the diagnostic surfaced, using the capabilities above. In parallel, we install the governance that stops the leakage from coming back: price corridors, a deal desk, approval flows, optionally backed by Atlas.
KEEP
Build the capability
We embed the discipline and the skills in the organisation, with active involvement throughout, so the way you price outlasts the engagement and not just the slides.
From market access through to deal-by-deal pricing, the same senior team carries out the work. No handoffs between functions, no junior delivery and no loss of context.
Why Pricia
The expertise of a big firm, the focus of a boutique.
As a focused consultancy, Pricia offers the agility, responsiveness and direct access to senior experts that larger firms often can’t. We don’t try to do everything. We do pricing and market access and we do them together, with specialists who carry the work from access through to deal-by-deal pricing without handoffs.
The senior expert who pitches the work is the senior expert who does the work. You get results, not just reports, and solutions built for impact, not off-the-shelf. It is hands-on, partnership-driven work, backed by purpose-built tools like Atlas.
Who leads it
Two senior specialists. One end-to-end team.
Pricing and market access, led from end to end by people who have built and run both functions inside global MedTech and life science businesses.
Max Lobermeyer
Medtech Lead
Max brings 15 years of global Medtech commercial leadership, 10 of them focused on pricing. His experience from Coloplast, where he led pricing governance across more than 40 markets, delivered year-on-year price improvements, and commercialised an industry-first connected medical device.
Martin Nottmeier
Market Access Lead
More than 20 years of global market access experience across Pharma, Biotech and Medtech. Has built market access functions and shaped pricing and evidence strategies at Pfizer, Ferring, Nycomed (Takeda), Coloplast and Pharmacosmos. Deep expertise in health economics, real-world evidence and HTA, with successful launches across the US, EU, China, Japan and Asia Pacific.
Pricing and market access for Medtech
Setting the price is one thing. Keeping the margin is another.
In Medtech, margin slips between list price and what you actually keep. It happens across markets, tenders, channels and the services that follow the sale. Pricia anchors price in payer value, closes the gaps where margin is leaking and installs the governance that holds it in place.
For Medtech companies operating across multiple markets, from single-product innovators to multi-line portfolios.
The problem
You set a strong price. You keep less of it than you should.
In Medtech, pricing decisions are often made in silos. Tenders, channels and country-specific deals each erode the price you set. Without governance across the portfolio and a system to see the whole picture, margin leaks deal by deal.
Margin is built across the commercial model, not just at the price.
What we solve
The questions we help you answer.
Pricing and market access, delivered as one practice. From first launch to mature portfolio, we protect commercial value at every stage.
01
Pricing & Market Access Strategy
- Payer and tender landscape
- Translating payer value into price
- Value proposition and pricing model
- Evidence gap analysis
- Health economic modelling
02
Market Entry & Launch
- Go-to-market commercial model
- Launch price and corridor across markets
- Device, consumable and service bundling
- Value dossiers
- Access and reimbursement submissions
03
Portfolio & Net Price
- Country and channel-specific pricing
- Cross-border trade and price-corridor evaluation
- Gross-to-net optimisation
- Recurring revenue and service pricing
- Price-volume and margin modelling
04
Governance & Systems
- Targeted change management driving organisational buy-in and practice
- Deal desk and price boards
- Discount and approval frameworks
- Price governance routines and audit trail
- List-to-pocket transparency and reporting
- Atlas, our pricing platform, built around your portfolio
How we work
Senior-led, hands-on and built to last.
Every engagement is led by people who have run pricing and market access inside a Medtech business and stay close from start to finish. You get results, not just reports: governance your markets can run, and a system that holds the value in over time. And you don’t have to commit to all of it on day one.
FIND
Start with a diagnostic
A focused, fixed-scope phase. We structure and clean your commercial data, where pricing, discount and contract information usually sits across systems, and map your conditions market by market.
You leave with a clear picture of where margin is leaking, what it’s worth to close and the focus areas to act on.
CLOSE
Close the gaps. Stop the erosion.
We act on the focus areas the diagnostic surfaced, using the capabilities above. In parallel, we install the governance that stops the leakage from coming back: price corridors, a deal desk, approval flows, optionally backed by Atlas.
KEEP
Build the capability
We embed the discipline and the skills in the organisation, with active involvement throughout, so the way you price outlasts the engagement and not just the slides.
From market access through to deal-by-deal pricing, the same senior team carries out the work. No handoffs between functions, no junior delivery and no loss of context.
Why Pricia
The expertise of a big firm, the focus of a boutique.
As a focused consultancy, Pricia offers the agility, responsiveness and direct access to senior experts that larger firms often can’t. We don’t try to do everything. We do pricing and market access and we do them together, with specialists who carry the work from access through to deal-by-deal pricing without handoffs.
The senior expert who pitches the work is the senior expert who does the work. You get results, not just reports, and solutions built for impact, not off-the-shelf. It is hands-on, partnership-driven work, backed by purpose-built tools like Atlas.
Who leads it
Two senior specialists. One end-to-end team.
Pricing and market access, led from end to end by people who have built and run both functions inside global MedTech and life science businesses.
Max Lobermeyer
Medtech Lead
Max brings 15 years of global Medtech commercial leadership, 10 of them focused on pricing. His experience from Coloplast, where he led pricing governance across more than 40 markets, delivered year-on-year price improvements, and commercialised an industry-first connected medical device.
Martin Nottmeier
Market Access Lead
More than 20 years of global market access experience across Pharma, Biotech and Medtech. Has built market access functions and shaped pricing and evidence strategies at Pfizer, Ferring, Nycomed (Takeda), Coloplast and Pharmacosmos. Deep expertise in health economics, real-world evidence and HTA, with successful launches across the US, EU, China, Japan and Asia Pacific.
Client testimonials
Ready to talk?
We're ready to listen.
Whether you’re preparing a first launch, re-evaluating market access or watching margin across markets, our team is ready to help. Every project starts with a conversation, not a pitch.
Reach out and expect a response within one business day.
Pricing and market access for Medtech
Setting the price is one thing. Keeping the margin is another.
In Medtech, margin slips between list price and what you actually keep. It happens across markets, tenders, channels and the services that follow the sale. Pricia anchors price in payer value, closes the gaps where margin is leaking and installs the governance that holds it in place.
For Medtech companies operating across multiple markets, from single-product innovators to multi-line portfolios.
The problem
You set a strong price. You keep less of it than you should.
In Medtech, pricing decisions are often made in silos. Tenders, channels and country-specific deals each erode the price you set. Without governance across the portfolio and a system to see the whole picture, margin leaks deal by deal.
Margin is built across the commercial model, not just at the price.
What we solve
The questions we help you answer.
Pricing and market access, delivered as one practice. From first launch to mature portfolio, we protect commercial value at every stage.
01
Pricing & Market Access Strategy
- Payer and tender landscape
- Translating payer value into price
- Value proposition and pricing model
- Evidence gap analysis
- Health economic modelling
02
Market Entry & Launch
- Go-to-market commercial model
- Launch price and corridor across markets
- Device, consumable and service bundling
- Value dossiers
- Access and reimbursement submissions
03
Portfolio & Net Price
- Country and channel-specific pricing
- Cross-border trade and price-corridor evaluation
- Gross-to-net optimisation
- Recurring revenue and service pricing
- Price-volume and margin modelling
04
Governance & Systems
- Targeted change management driving organisational buy-in and practice
- Deal desk and price boards
- Discount and approval frameworks
- Price governance routines and audit trail
- List-to-pocket transparency and reporting
- Atlas, our pricing platform, built around your portfolio
How we work
Senior-led, hands-on and built to last.
Every engagement is led by people who have run pricing and market access inside a Medtech business and stay close from start to finish. You get results, not just reports: governance your markets can run, and a system that holds the value in over time. And you don’t have to commit to all of it on day one.
FIND
Start with a diagnostic
A focused, fixed-scope phase. We structure and clean your commercial data, where pricing, discount and contract information usually sits across systems, and map your conditions market by market.
You leave with a clear picture of where margin is leaking, what it’s worth to close and the focus areas to act on.
CLOSE
Close the gaps. Stop the erosion.
We act on the focus areas the diagnostic surfaced, using the capabilities above. In parallel, we install the governance that stops the leakage from coming back: price corridors, a deal desk, approval flows, optionally backed by Atlas.
KEEP
Build the capability
We embed the discipline and the skills in the organisation, with active involvement throughout, so the way you price outlasts the engagement and not just the slides.
From market access through to deal-by-deal pricing, the same senior team carries out the work. No handoffs between functions, no junior delivery and no loss of context.
Why Pricia
The expertise of a big firm, the focus of a boutique.
As a focused consultancy, Pricia offers the agility, responsiveness and direct access to senior experts that larger firms often can’t. We don’t try to do everything. We do pricing and market access and we do them together, with specialists who carry the work from access through to deal-by-deal pricing without handoffs.
The senior expert who pitches the work is the senior expert who does the work. You get results, not just reports, and solutions built for impact, not off-the-shelf. It is hands-on, partnership-driven work, backed by purpose-built tools like Atlas.
Who leads it
Two senior specialists. One end-to-end team.
Pricing and market access, led from end to end by people who have built and run both functions inside global MedTech and life science businesses.
Max Lobermeyer
Medtech Lead
Max brings 15 years of global Medtech commercial leadership, 10 of them focused on pricing. His experience from Coloplast, where he led pricing governance across more than 40 markets, delivered year-on-year price improvements, and commercialised an industry-first connected medical device.
Martin Nottmeier
Market Access Lead
More than 20 years of global market access experience across Pharma, Biotech and Medtech. Has built market access functions and shaped pricing and evidence strategies at Pfizer, Ferring, Nycomed (Takeda), Coloplast and Pharmacosmos. Deep expertise in health economics, real-world evidence and HTA, with successful launches across the US, EU, China, Japan and Asia Pacific.