Philips Katarzyna Markiewicz-Barreaux has a passion for disruptive innovation combined with a “two-feet on the ground” drive to turn ideas into business successes. She has a Masters in Lifesciences and Business Economics, and a PhD in Health Economics.
Katarzyna combines a great understanding of healthcare market, including the trends, new technologies, regulatory shifts and competitors/players strategies with epidemiology and health economics knowledge. She is passionate about translating new technologies into potential future benefits for healthcare systems and addressing the needs of all the stakeholders (i.e., patients, healthcare providers). At the same time, she is keeping in mind the necessity of thorough multidisciplinary assessment of those technologies. Katarzyna is particularly fascinated by the AI hype, with all the market dynamics, plethora of players and countless possibilities to bring value to healthcare.
Katarzyna has been with Royal Philips for the last 8 years, leading Market Intelligence, Strategic Roadmaps and Communications efforts around Data and AI with a special focus on Insights@Scale Strategic Transformation Program. In this position she is, among others, working on the Value Proposition Creation and Go-to-Market strategy (incl. e.g., business/innovation ecosystems development; evidence roadmaps development; regulatory roadmap; road to reimbursement) for selected carrier projects. She is also supporting development and validation over time of an overall strategic vision behind Insights@Scale and its carrier projects.
In the MedTech Europe industry association Katarzyna is leading the Health Technology Assessment (HTA) Committee focusing on Digital Health and AI. In this role she is concentrating on successful implementation of the HTA Regulation (HTA-R), which entered into force in January 2022, and it is expected to be applicable as of January 2025. Specifically, for the digital health & AI part of the HTA-R, there is an EU Harmonized Evaluation of Medical Digital Devices Taskforce set up, that aims to create a common European framework of Digital Medical Devices evaluation to support reimbursement decisions and increase the competitiveness of Europe in the digital health space. Katarzyna serves as a strategic consultant to the Taskforce activities.
