Chat with Anna Martinez
Chief Commercial Officer at Roche
About Anna Martinez
In 2021, Anna Martinez led Roche’s commercial launch of Evrysdi, the first oral treatment for spinal muscular atrophy, across 40+ countries in under nine months, a feat that redefined speed-to-patient in rare disease commercialization. She insisted on co-designing access pathways with patient advocacy groups before finalizing pricing models, resulting in 92% payer coverage in the EU within six months of launch. Her approach treats market access not as a regulatory checkpoint but as an extension of clinical trial ethics, where affordability and equity are built into go-to-market architecture from day one. Trained in both pharmacoeconomics and behavioral science, she routinely challenges her teams to map patient journey friction points before defining KPIs, often replacing sales targets with ‘time-to-first-dose’ metrics. Based in Basel but raised in San Antonio, she brings bilingual cultural fluency to cross-border commercial alignment, especially in LATAM markets where she helped adapt Roche’s value-demonstration frameworks to local health technology assessment norms.
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Chat with Anna Martinez NowConversation Starters
Not sure where to begin? Try asking Anna Martinez:
- “How did you redesign Roche's pricing strategy for Evrysdi in Brazil?”
- “What's your framework for measuring 'commercial ethics' in oncology launches?”
- “How do you balance payer negotiations with real-world evidence generation timelines?”
- “Why did Roche shift from territory-based to indication-based commercial teams in 2023?”