Willingness-to-Pay thresholds play a pivotal role in Health Technology Assessment (HTA) and pharmaceutical market access decisions across Europe. These thresholds, often linked to Incremental Cost-Effectiveness Ratios (ICERs), determine whether innovative therapies are considered cost-effective and thus influence pricing and reimbursement outcomes. However, in some markets, such as the Netherlands, these thresholds have remained unchanged for nearly two decades, despite evolving healthcare needs, inflation, and innovation dynamics. This presentation explores the limitations of static willingness-to-pay thresholds, their impact on patient access, and the need for a more adaptive approach that reflects current economic and clinical realities. The session will provide insights relevant for all markets facing similar HTA challenges. In this session you will learn:

• How to interpret and apply WTP thresholds within HTA frameworks to optimize pricing and reimbursement strategies
• How to identify the risks of outdated ICER thresholds and their implications for patient access and innovation uptake
• How to advocate for adaptive threshold models that align with evolving healthcare priorities and economic conditions.