Mabel Moreno Viscaya

Market Access, Commercial and Health Affairs Leader with extensive experience from different stakeholders of decision making in healthcare, enhancing commercial strategies to breaking the access barriers for patients and society in Colombia and Latin America. Deep understanding of LATAM market, policy and regulations for rare diseases, high-costs health issues, communicable and non-communicable diseases. Experience leading Market Access, Commercial, Policy, HEOR and Pricing high-performance teams in commercial settings in Colombia and LATAM countries.
- Passionate and inspirational leader in VUCA (volatility, uncertainty, complexity and ambiguity) environments.
- Change catalyst through empathy, leadership by influence, and the development of high performing teams in multi-cultural shifting settings.
- Business acumen and strategic thinking.
- Implementation of customer-centered innovative negotiation models.

I drive companies to create business solutions based on value for patients, in alignment with the healthcare systems needs and the financial sustainability.

ABBOTT | LATAM NGO Channel Executive Lead | FEB 2023–Currently
Starting from scratch and reporting to the General Manager, since this role I am leading the creation of a new commercialization channel in LATAM, for a startup inside the Abbott Diagnostics Unit.
• Establish and maintain relationships with key decision makers and influencers within the strategic
accounts of LATAM Non-Government Organizations (NGOs), including diplomats, ministries of
health (MOH), global stakeholders.
• Lead the multifunctional sales team in the negotiation, development and implementation of multi-
product contracts with interested parties: MOHs, NGO's, PAHO.
• Lead the development and implementation of business proposals/solutions and brand
presentations/positioning to key clients and decision makers.
• Lead the development and implementation of business plans for specific accounts.
• Work with staff from the global sales organization to ensure strategic and operational plans are fully implemented and delivered for target accounts.
 

ROCHE | Value-Based Healthcare Lead | Nov 2020–Sept 2022
Leader of the new Roche’s vision of value-based market access and health policy strategies in Colombia, to shape and create enhancing care for patients, translating this new vision into sustainable business opportunities.
• Create and lead the Roche Colombia's first high performing market access team: Access Strategy
Managers, Health Economics and Evidence Managers, and Strategic Pricing Manager.
• Guide the team to design innovative market access strategies based on value in healthcare:
  strategies were involved in the Marketing & Commercial strategic plans.

• Implement payers (Ministry of Health, HMOs, HCPs) engagement plans based on customer journeys and patient pathways: breast and lung cancer, rare diseases.
• Shape access policy environment through catalyzing concrete actions from guilds: letter to challenge the Value-Based Pricing Policy in Colombia, signed simultaneously by all the guilds.
• Guarantee a safe environment for disruptive ideas and to prototype them, shifting findings and mistakes into improving opportunities: incorporate innovative approaches into the Commercial Policy.
• Recover the good level of relationship between local and global teams, to seek a common purpose: value-based innovative commercial models.
 

SANOFI | Health Economics & Value Assessment Senior Manager COPE-PAC | Abr 2019–Oct 2020
Lead, coach and develop a high performing HEOR, HTA and Policy Shaping team to optimize the Colombia-Peru-Pacific & Caribbean business, in close coordination with Market Access-Commercial KAMs, Marketing and Medical Teams.
• Create a common understanding for COPE-PAC Cluster in the area of HEVA/HEOR/HTA, to deploy
customized solutions along the countries.
• Train the field teams to obtain insights to inform the HEVA/HEOR /HTA policy agenda for the
COPE-PAC Cluster.
• Utilizes those insights for COPE-PAC Cluster to coach and assist the local Market Access teams and
Public Affairs to appropriately influence policy decisions regarding HEOR/HTA issues.
• Identify how to mobilize multicultural teams towards the HEVA/HEOR/HTA vision: commercial
strategies leveraged with value deliverables.
 

NOVARTIS | Health Economics, Outcomes Research and Pricing Manager | Apr 2017–Apr 2019
Develop, implement and execute the HEOR & Pricing governance, and analyze policy to provide insights for the Market Access strategy along the lifecycle of the Oncology and Rare Diseases portfolio.
• Serves as the key contact before Global Team for the leadership in the area of Health Economics,
Outcomes Research (HEOR) and Pricing.
• Design and implement the HEOR evidence generation plan, and the local Strategic Pricing standard
operating procedure for Colombia.
• Promote a cross-functional vision of value (Marketing, Medical, Market Access), and a cross-
functional teamwork, to shape policy health and reimbursement: submit value dossiers for product inclusions in the National Formulary.
 

INSTITUTO DE EVALUACIÓN TECNOLÓGICA EN SALUD – IETS | Senior Economist | Dec 2012–Mar 2017
Represent the IETS in international settings, and in local guilds; lead the Health Economics Team and serve as a key contact in the cross-functional projects with Ministry of Health, Ministry of Economic and National Department of Planning.
• Author of the Health Economic Evaluation Guidelines for Colombia.
• Main IETS negotiator on the Board with Ministry of Health, Ministry of Economic and National Department of Planning.
 

MINISTRY OF HEALTH | Pricing Coordinator | May 2012 – Nov 2012
Responsible for the calculation of maximum pharmaceutical products reimbursement prices, and for the design of the price’s regulation methodology.

ALIANZA CINETS – UNIVERSIDAD NACIONAL | Economist | Feb 2011 – May 2012
Responsible for the economic evaluations of health technologies included in the clinical practice guidelines.

Education
-Master Degree - Economics | 2017 | Universidad Nacional de Colombia

-Post-Graduate Degree - Statistics | 2010 | Universidad Nacional de Colombia

-Bachelor Degree - Economics | 2009 | Universidad Nacional de Colombia

Certificates
-MBA Essentials | 2022 | London School of Economics
-Rethinking health: The Fundamentals of Value-Based Healthcare | 2021 | University of Helsinki
-Management & Leadership: Growing as a Manager | 2020 | The Open University
-Data Science for Healthcare: Using Real World Evidence | 2019 | European Institute of Innovation & Technology