Miriayi Aibibula; PhD, EMBA
Cambridge,Cambridgeshire
Summary
Accomplished market access leader with over a decade of experience in the medical device and life sciences industries, specialising in global market access strategy, payer value proposition development, and evidence generation. Armed with a PhD in Medical Science and an Executive MBA from Warwick Business School, offering a unique blend of clinical, commercial, and strategic expertise. Demonstrates proficiency in pricing and reimbursement negotiations, HTA, and business development, with a proven track record of shaping access strategies for innovative diabetes solutions, diagnostics, Ostomy, and wound care technologies. Adept at cross-functional leadership and market shaping activities, with a strong focus on product portfolio strategy and digital transformation to drive business growth. Passionate about leveraging RWE and cross-functional collaboration to deliver access solutions that improve patient outcomes and maximise healthcare system value.
Overview
8
8
years of professional experience
6056
6056
years of post-secondary education
Work History
Senior Market Access Manager EMEA, Global Access
Dexcom International
Cambridge
11.2022 - Current
- Developed and executed market access and reimbursement strategies for Northern, Central, and Eastern Europe, including the UK, Ireland, Nordics, Baltic, Poland and the Czech Republic.
- Led reimbursement applications and pricing negotiations, securing access to innovative diabetes solutions in key geographies.
- Managed HTA submissions across the UK, Denmark, Sweden, and Norway for type 1 diabetes, type 2 diabetes, and hybrid closed-loop systems.
- Led strategic access activities, i.e., Mock HTAs, NICE Surgery & System Engagement meetings, to successfully align payer value propositions, evidence generation plans and commercial activities with health system needs.
- Provided evidence-based recommendations for integrated evidence generation, including RWE and health economic analyses.
- Directed public affairs and advocacy efforts to support reimbursement goals, fostering relationships with key stakeholders.
- Oversaw distributor-led access activities in indirect markets, ensuring alignment with broader market access strategies.
- Developed and led basal insulin indication expansion plans with cross-functional teams across key geographies.
Market Access Manager, UK & Ireland
Coloplast Ltd
Peterborough
06.2021 - 11.2022
- Successful reimbursement of 10+ products using clinical & health economic evidence.
- Published a first-author consensus statement with third sector patient organisations within 6 months to support Coloplast's new digital ostomy device.
- Developed clear, evidenced value propositions and tools, i.e., Cost Calculator, to support the full value offering of Coloplast's Ostomy Care products.
- Set up clinical trials with the support of global medical affairs team via NIHR to increase the credibility for ease of market access post-trial.
- Experienced in key stakeholder, i.e., KOLs, payer advisory board meetings to identify unmet needs and test value propositions to reflect healthcare system needs in Coloplast's product and service value propositions.
- Defined and implemented national market access strategy that deliver on local insights to maximise value for current and future portfolios.
- Established productive relationships with key internal and external stakeholders, including Coloplast's senior leadership teams, academics, clinicians and NHS payer.
Clinical Marketing Team Lead
Ambu Limited
Huntingdon, CAM
12.2020 - 06.2021
- Led a clinical marketing team, successfully managing multi-disciplinary projects and ensuring on-time, on-budget delivery.
- Developed and executed market access strategies for diverse product portfolios (Pulmonology, ENT, Urology, GI, Anaesthesia, Cardiology), including reimbursement support and payer engagement.
- Drove a 20% market share increase by securing endorsement from the Infection Prevention Society (IPS) for a single-use bronchoscope during COVID-19.
- Collaborated with clinical educators to develop a CPD-accredited program, using clinical and economic evidence to maximise product value.
- Fostered strategic relationships with KOLs and payers to refine product value propositions, conducting studies and gathering payer insights to shape market access strategy.
- Led the creation of clinical and health economic evidence tools (e.g., literature summaries, and value stories) to support reimbursement applications and market entry.
- Presented at national and international conferences to showcase clinical excellence and maintain awareness of market trends.
Senior Clinical Marketing Specialist
Ambu Ltd
05.2019 - 12.2020
- Generated compelling clinical value stories and evidence compendiums to support field teams and external stakeholders.
- Led local investigator-initiated studies and collaborated with KOLs to identify evidence gaps, strengthening payer value propositions.
- Conducted systematic literature reviews and synthesized clinical data for Health Technology Assessment (HTA) submissions, supporting NICE evaluations.
- Launched an audit of flexible nasendoscopy (FNE) practices across the UK during COVID-19, in collaboration with Ear Nose Throat UK and the Royal College of Speech and Language Therapy, co-authoring a paper that supported single-use device adoption.
Clinical Marketing Specialist
Ambu Limited
11.2019 - 05.2020
- Delivered clinical marketing tools and sales support materials, including evidence summaries and content for clinical education.
- Conducted local studies to generate evidence supporting reimbursement and market access strategies.
- Partnered with product managers and corporate clinical teams to align product launches with market access needs.
Clinical Evidence Specialist
Smith & Nephew
Hull, KHL
07.2018 - 11.2019
- Provided high-quality, balanced medical and scientific information to internal/external customers, healthcare professionals and marketing teams within advanced wound management and orthopaedics.
- Worked closely with medical advisors to support global evidence management and scientific communication of 100+ new and existing products.
- Generated 10+ clinical evaluation reports for CE marking or re-registration of products and responded to BSI audit requirements for both MDR and MDD.
- Worked closely with clinical strategy teams to direct future clinical studies and post-market surveillance activities, including investigator-initiated studies.
Postdoctoral Researcher
Hull York Medical School
Hull, KHL
09.2017 - 07.2018
- Worked in a multidisciplinary research team to identify new cardiovascular disease markers and therapeutic targets in hyperlipidaemia and diabetes.
- My work provided first scientific evidence that disrupted mitochondrial metabolism (present in hyperlipidaemia) in blood platelets induces an innate immune response by activating inflammasome (NLRP3), which can potentially be developed as a novel therapeutic target in cardiovascular disease and other inflammatory diseases.
- This finding could have major clinical implication for future treatment development and be an early diagnostic biomarker.
Research Assistant
Hull York Medical School
03.2017 - 09.2017
- Produced first pre-clinical evidence that hyperlipidaemia induces metabolic dysfunction in blood platelets, which is reversed in CD36 (lipid carrier) deficient animals, which could be developed as a therapeutic target in the prevention of thrombosis.
- This research provided further insight into hyperactive coagulation system in obesity.
- This data contributed to British Heart Foundation programme grant worth of £869,721.
Education
Master of Business Administration - Executive MBA
Warwick Business School
Warwick, Warwickshire 03/2021 - 07.2024
PhD - Medical Science
Hull York Medical School
York 09/2013 - 05.2017
Master of Science - Applied Human Nutrition
Oxford Brookes University
Oxford, Oxfordshire 09/2011 - 09.2012
Skills
- Global Market Access Strategy
- Project Management
- Payer Value Proposition Development
- Evidence Generation Strategy
- Pricing & Reimbursement Negotiation
- Health Technology Assessment
- Business Development
- Cross-functional Leadership
- Market Shaping Activities
- Product Portfolio Strategy
Languages
Uyghur
Native language
English
Master or proficient
C2
Turkish
Advanced
C1
Uzbek
Upper intermediate
B2
Chinese (Mandarin)
Advanced
C1
Publications
- Complications and Healthcare Costs Associated With the First Year Following Colostomy and Ileostomy Formation: A Retrospective Study. J Wound Ostomy Continence Nurs. 2023, 50(6):p 475-483,
- Gaining consensus: the challenges of living with a stoma and the impact of stoma leakage. BJN, 2022, Vol 31, No 6
- Prevalence of leakage and its negative impact on quality of life in people living with a stoma in the UK.BJN, 2022 31:16, S24-S38
- COVID-VU an ENT UK National Survey of Flexible Nasendoscopy in the Upper Aerodigestive Tract Amidst the COVID-19 Pandemic. BMC Health Services Research. July, 2021
- Glucose metabolism and metabolic flexibility in blood platelets. Journal of Thrombosis and Haemostasis · Aug 28, 2018
Timeline
Senior Market Access Manager EMEA, Global Access
Dexcom International
11.2022 - Current
Market Access Manager, UK & Ireland
Coloplast Ltd
06.2021 - 11.2022
Clinical Marketing Team Lead
Ambu Limited
12.2020 - 06.2021
Clinical Marketing Specialist
Ambu Limited
11.2019 - 05.2020
Senior Clinical Marketing Specialist
Ambu Ltd
05.2019 - 12.2020
Clinical Evidence Specialist
Smith & Nephew
07.2018 - 11.2019
Postdoctoral Researcher
Hull York Medical School
09.2017 - 07.2018
Research Assistant
Hull York Medical School
03.2017 - 09.2017
Master of Business Administration - Executive MBA
Warwick Business School
03/2021 - 07.2024
PhD - Medical Science
Hull York Medical School
09/2013 - 05.2017
Master of Science - Applied Human Nutrition
Oxford Brookes University
09/2011 - 09.2012
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