James has extensive experience across commissioning, consultancy, and industry roles in market access.

He began his career in commissioning at University Hospitals Birmingham before moving to Bridgehead International (acquired by GfK and subsequently IPSOS), where he delivered a wide range of access projects including pricing, reimbursement, payer engagement, health economic modelling, due diligence, advisory boards, clinical trial support, and payer research.

He then gained industry experience at Norgine, where he served as Global Market Access Lead for assets in hepatology and oncology, covering pre-launch to launch execution. His responsibilities included pricing strategy, reimbursement and HTA across Europe, HEOR strategy, payer engagement tools and rollout, life cycle management, and due diligence of new assets. He has led and supported multiple successful HTA submissions in Europe and contributed to broader commercial activities, including brand campaign development and global marketing materials.

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"I am driven by striking a fair balance between demand and supply in healthcare systems"