Healthcare innovation is accelerating. But turning scientific progress into meaningful patient outcomes remains a complex challenge.
At ISPOR Europe 2026 in Vienna, discussions spanning AI, evolving definitions of value, market access and RWE highlighted a common priority: ensuring that innovation translates into real-world impact.
Our OPEN Health experts share six key insights from the congress and what they mean for the future of healthcare decision-making.
1. The definition of value is expanding
Traditional measures of clinical benefit and cost-effectiveness remain fundamental, but discussions at ISPOR reflect growing interest in a broader definition of value.
The concept of whole health, as presented in ISPOR’s 2030 strategic plan, is gaining momentum. It recognizes that physical, mental, socioeconomic, behavioral, and environmental factors are outcomes that matter to individuals, and all contribute to well-being.
Beyond recognizing these broader elements of value, the challenge is how to measure them and incorporate them into healthcare decisions.
The takeaway: Broader definitions of value need credible evidence, transparent methods, and a clear understanding of whose perspectives are being represented.
2. AI is moving from capability to accountability
AI continues to transform HEOR, and the conversation is moving beyond what the technology can do to how it should be used responsibly.
At ISPOR, discussions explored where AI can accelerate evidence generation, screening, and validation, and where human expertise remains essential.
One particularly important shift is in how human expertise is conceptualized in relation to AI: it’s no longer “human in the loop” but rather “human at the helm.” In this evolution, the human is not merely an operator within the process but rather a commander directing the process.
AI can support efficiency, but scientific judgment, transparency, and accountability are critical.
The takeaway: The opportunity isn’t simply to automate more. It’s to use AI to strengthen and amplify human expertise while ensuring decisions remain robust, transparent, and defensible.
3. JCA: The next challenge is national access
The implementation of JCA marks a significant development for HTA across Europe.
But while JCA aims to create greater alignment in clinical evidence assessment, important questions remain about how these assessments will translate into national reimbursement and patient access.
Discussions reinforced the importance of early evidence planning, particularly around comparators, patient populations, and endpoints, as well as taking the opportunity to include evidence within the JCA dossier that will support national reimbursement.
The takeaway: A coordinated European assessment does not automatically mean coordinated access. Manufacturers need to anticipate evidence requirements earlier and plan for both European and national decision-making.
4. Global pricing pressures are reshaping European market access
Pricing policy is becoming an increasingly interconnected global challenge.
Discussions around US most-favored-nation pricing highlighted the potential implications for European markets, including launch sequencing, pricing strategies, and patient access.
As pricing decisions in one market increasingly influence pricing decisions in others, manufacturers face a more complex environment in which to demonstrate value and support sustainable access.
The takeaway: Market access strategies must account for international pricing pressures alongside country-specific evidence and reimbursement requirements.
5. Securing access is only part of the challenge
A positive reimbursement decision doesn’t necessarily translate into patients receiving treatment.
From GLP-1 therapies and obesity management to prevention and digital health technologies, ISPOR discussions reinforced the importance of looking beyond the treatment itself to the healthcare system in which the treatment will be reimbursed.
Healthcare infrastructure, workforce capacity, supply, governance, and care pathways all influence whether an intervention delivers its intended value.
The discussion is shifting from simply proving value to ensuring healthcare systems can realize it.
The takeaway: Successful healthcare innovation requires more than clinical evidence and reimbursement. It requires systems that can deliver effective, equitable, and sustainable care.
6. More data doesn’t always mean better evidence
With growing access to RWE, patient insights, and AI-generated outputs, the challenge is increasingly one of relevance and quality.
Not all evidence is equally suited to every healthcare decision.
Discussions highlighted the importance of understanding what data can reliably demonstrate, where limitations exist, and how evidence can be designed around the needs of decision-makers.
Early planning and meaningful patient involvement remain essential to generating evidence that supports confident decisions.
The takeaway: The priority isn’t simply generating more evidence. It’s generating the right evidence, for the right decision, at the right time.
Turning insights into better healthcare decisions
Across these six themes, one message stands out: the future of healthcare decision-making depends on our ability to connect scientific innovation, robust evidence, and real-world implementation.
As the healthcare landscape continues to evolve, collaboration, transparency, and forward-thinking evidence strategies will be essential to navigating complexity and improving patient outcomes.
At OPEN Health, we work with healthcare organizations to turn complex evidence into actionable insights, supporting better decisions across HEOR, HTA, evidence generation, and market access.
Want to explore what these emerging trends mean for your evidence strategy or market access planning? Get in touch with our team of experts to continue the conversation.
