Reflections from ISPOR 2025 and the evolving HEOR & Market Access landscape

Attending ISPOR Glasgow 2025 was a highlight in my professional calendar this year for more than one reason. As someone who has spent decades working in Market Access and HEOR recruitment, ISPOR is always a valuable opportunity to immerse myself in emerging trends, reconnect with industry peers, and gain first-hand insight into where the evidence-generation space is heading.

This year, it also took place in my hometown of Glasgow, which meant I was able to return to the city I grew up in with my colleague, Mike Preston, revisiting familiar surroundings.

The evolving landscape of HEOR, RWE, AI, and HTA

Beyond the conversations I had on the ground in Glasgow, recent ISPOR conferences (including the 2025 Annual Meeting and ISPOR Europe 2025) have highlighted several important themes shaping the future of Market Access, HEOR, and Real-World Evidence. These trends are not only influencing the science and policy landscape but also directly reshaping the types of skills organisations are seeking as they build out their evidence and access functions.

1. Patient-Centred Collaboration Is Becoming the Standard, Not the Aspiration

One of the clearest messages across the ISPOR community is the growing recognition that the patient voice must be embedded across the full product lifecycle. This goes far beyond advisory boards to include early-stage development, clinical trial design, evidence generation, and post-launch evaluation.

Health equity also emerged as a consistent theme, with a strong emphasis on ensuring diverse representation in research and designing culturally relevant interventions that truly reflect real-world populations. ISPOR Europe 2025 even introduced a dedicated patient-centred evidence track, underscoring how patient engagement science is maturing into a formal and essential part of HEOR.

From a talent perspective, this shift means organisations are increasingly seeking individuals who understand patient-informed study design, community-centred research, and approaches that consider equity from the outset.

2. RWE and Data Diversity Are Now Central to Value, Access & Pricing Strategies

RWE continues to evolve at pace and is becoming indispensable in the context of policies such as the US Inflation Reduction Act (IRA). Organisations are expanding the range of data they rely on, from social determinants of health (SDOH) to patient-generated data from wearables, apps, and even unstructured physician notes.

Transparency in RWE was also a key talking point, with ISPOR highlighting initiatives promoting the registration and clear reporting of non-interventional studies.

For recruitment, this expansion of data sources means there is increasing demand for professionals who can work across:

• complex data environments
• mixed-method designs
• advanced analytics
• transparent reporting frameworks

Hybrid analysts with strong communication and methodological rigor are becoming some of the most sought-after profiles in the market.

3. AI in HEOR: A Powerful Tool — But Only When Guided by Human Expertise

AI continues to transform HEOR, yet a mature realisation is emerging across the industry: AI alone is not enough. The phrase “humanising AI” stood out across multiple sessions, emphasising the need for human oversight to contextualise findings, mitigate limitations, and ensure scientific validity.

Practical applications of AI are already underway, including:

• literature review automation
• HTA dossier drafting
• economic model development
• the processing of unstructured clinical text

Generative AI, in particular, shows promise in streamlining evidence synthesis, but the consensus remains that dedicated HEOR-specific models — with strong governance — will be essential for regulatory and HTA acceptance.

This evolution is reshaping hiring needs significantly. Teams now look for professionals who can combine HEOR expertise with:

4. HTA and Policy Are Rapidly Evolving — Affecting Global Market Access Strategies

HTA bodies continue to adapt to disruptive technologies such as digital therapeutics, cell and gene therapies, and personalised medicine. Many are exploring broader elements of value, including societal impact and equity, and adjusting their frameworks to reflect new evidence paradigms.

The move toward more harmonised HTA processes, such as the EU Joint Clinical Assessment (JCA), is promising but still complicated by regional variation. Meanwhile, discussions around government-mandated price controls, like the US IRA, highlighted the delicate balance between affordability and innovation.

For organisations, this means expanding policy awareness within HEOR and Market Access teams — and hiring individuals who can navigate:

• diverse evidence requirements
• evolving HTA expectations
• global reimbursement complexities
• policy-driven shifts in value strategy

A pulse check on Market Access, HEOR & RWE recruitment as we head into 2026

ISPOR has always served as a barometer for the state of the industry, and this year the message was clear: the demand for robust evidence and strategic market access insights is accelerating faster than ever.

Teams across pharma, biotech, medtech, and consulting are feeling the pressure to produce more sophisticated evidence packages, engage earlier with HTA bodies, and adopt new data-driven approaches to value communication. This is driving a wave of expansion and restructuring in teams globally and, unsurprisingly, a sharp rise in recruitment demand for those with the right experience.

From my conversations during the event, several trends stood out clearly:

Technical–strategic hybrid skill sets are no longer optional

The most sought-after professionals in HEOR and Market Access today are those who can seamlessly blend quantitative analytical skills with strategic insight. Whether it’s modellers who can communicate value stories, or market access specialists who understand data science, the hybrid profile is quickly becoming the norm rather than the exception.

RWE continues to expand alongside widening talent gaps

Real-World Evidence has moved from “emerging” to “essential.” Companies are actively scaling their RWE functions, yet many expressed difficulty finding candidates with both methodological depth and industry experience. I believe that the competition for strong RWE talent is only set to intensify.

Global teams and cross-functional collaboration are reshaping hiring priorities

The shift toward international, multidisciplinary teams (more often than not, working remotely) has widened the talent pool but also raised expectations. Employers are looking for individuals who can thrive in complex environments and collaborate fluidly across functions, regions, and time zones.

The value of in-person connection

While the content of ISPOR is always rich, what stood out most for me this year was the strength of the face-to-face interactions.

As someone who works at the intersection of people, careers, and organisational strategy, events like this reinforce the importance of personal connection. Trust, partnership, and insight sit at the heart of successful recruitment and these are built far more effectively in meaningful conversations than through emails or online tools alone.

ISPOR brought together a diverse community: senior decision-makers, emerging talent, established thought leaders, and individuals considering their next move in the HEOR and Market Access space. Having the opportunity to speak directly with so many of them offered invaluable perspective on:

• where hiring challenges are emerging
• what skills teams will require in the coming years
• how candidates are thinking about their long-term careers
• what organisations want from their recruitment partners

For me, these insights are the real gold dust of industry events and I’m always pleased to be able to share them with my clients who rely on deep behavioural intelligence to build stronger, more resilient teams.

Attending alongside The Evidence Base again this year reinforced to me the importance of working closely with industry partners who share our commitment to supporting the evidence and value community. It also highlighted the impact that coordinated engagement can have on building visibility and meaningful relationships.

Beyond the professional insights, being back in Glasgow made this year’s ISPOR special on a personal level. Walking through the city with Mike, revisiting old streets, and seeing the city through the lens of an international event reminded me how far both Glasgow – and our sector – have come. There’s something incredibly energising about engaging with global leaders in a place that shaped your foundations. It added authenticity to my conversations and created a sense of connection that I’ll carry forward long after the conference.

What ISPOR 2025 signals for the future

Reflecting on ISPOR Glasgow 2025, several themes feel particularly significant as we move into the rest of the year and beyond:

• Demand for specialised HEOR, RWE, and Market Access talent is increasing sharply.
• The industry is moving toward integrated, cross-functional teams that require versatile, high-impact professionals.
• Candidates with hybrid technical-strategic skill sets will be the ones shaping the future of evidence and access.
• Strong partnerships and personal engagement remain essential in this competitive talent environment.

For us at Carrot Recruitment, these insights reinforce our commitment to supporting both clients and candidates as the sector evolves. Our role is not just to fill vacancies, but to help teams grow in a way that strengthens the impact they can make on patient access and health outcomes.

Final Thoughts

ISPOR Glasgow 2025 was a blend of meaningful insights, valuable connections, and personal significance. It offered a powerful snapshot of where our industry is heading and the opportunities and challenges that lie ahead for organisations seeking to build strong evidence and access functions.

I’m grateful to have had the chance to attend, to reconnect with so many talented individuals, and to experience it all in a city that still feels like home.

If you’d like to discuss industry hiring trends, career development in HEOR and Market Access, or upcoming recruitment needs, I’m always happy to connect.

Martin Anderson

Founding Director