KATHRYN A. MUNOZ PhD, MPH

• Co-founded and built company from the ground up, providing executive leadership and strategic oversight across all business functions for an ethical supplement company focused on mental wellness. Directs corporate strategy, operations, product development, compliance, and partnerships.
• Co-founded and launched feelamazingdaily.com and the Feel Amazing Daily radio show, growing the audience to 89,000+ subscribers through daily multi-channel outreach, content programming, and community engagement.
• Oversee all business operations including P&L management, vendor and partner contracting, regulatory compliance (FDA/FTC), and team leadership.
• Drive strategic planning and business development, identifying new revenue streams, partnership opportunities, and market expansion strategies.
• Lead brand strategy, ethical supplement product development, and health communications — ensuring all content meets scientific accuracy and compliance standards.
• Manage cross-functional teams across content creation, marketing, operations, and technology platforms.

• Provide strategic consulting services to pharmaceutical and biotech clients in the areas of health economics, outcomes research, and field medical excellence. Engagements are confidential and proprietary in nature.
• HEOR Consulting: Advise pharmaceutical and biotech organizations on HEOR strategy, real-world evidence design, payer value proposition development, health economic modeling, and evidence generation planning.
• MSL Coaching & Training: Coach and mentor Medical Science Liaisons (MSLs) on scientific communication, field engagement strategy, KOL development, and professional effectiveness in field medical roles.
• Payer Liaison Coaching: Train and develop health outcomes liaisons and payer-facing medical affairs professionals on HEOR tools, payer communication strategies, pre-approval information exchange (PIE), and formulary engagement.
• Act as a mentor and subject matter expert for MSL and payer-facing medical affairs professionals, providing guidance on scientific communication, compliance, account management strategy, and career development.
• Leverage 20+ years of pharmaceutical industry expertise to support clients in achieving field medical and payer engagement goals.

• Established the HEOR Department as employee #89, owning global strategy for early-stage clinical programs in rare and ultra-rare neuromuscular diseases (Duchenne Muscular Dystrophy, Myotonic Dystrophy, Facioscapulohumeral Muscular Dystrophy).
• Payer Engagement & Account Management:
• Established and maintained direct relationships with national and regional payers — including health plans, PBMs, and government accounts — to set the stage for formulary coverage and reimbursement upon launch of rare neuromuscular disease products.
• Conducted payer-facing scientific exchanges and delivered health economic evidence, disease burden data, and population health insights to formulary decision-makers at national health plans and PBMs including Optum Rx and Prime Therapeutics.
• Developed and executed payer research, payer advisory strategies, and value proposition frameworks to support pre-launch access planning and inform formulary decision-making.
• Created pre-approval scientific and health economic evidence packages to support payer engagement consistent with regulatory and compliance standards (PIE/HCEI guidelines).
• Forged strategic relationships with payers and academic institutions to align on clinical unmet need, cost-of-illness burden, and reimbursement frameworks in advance of product launch.
• Developed a deep understanding of accounts' population health management goals and strategies to proactively identify and address evidence needs and inform value proposition development.
• Evidence Generation & Scientific Communication:
• Spearheaded data generation plans and conducted natural history studies, patient-reported outcomes studies, Delphi panels/surveys, and real-world database assessments.
• Submitted 12 abstracts to international conventions in one year with a 100% acceptance rate (1 Gold Medal Award); leveraged findings to support Phase I–III clinical protocol development.
• Developed HEOR/RWE/HTA strategies to demonstrate portfolio value to investors and provide clinical trial support.
• Negotiated million-dollar contracts and budgets with academic collaborators and vendors.
• Partnered cross-functionally with Clinical Development, Patient Advocacy, Clinical Operations, and Medical Strategy teams — consistent with matrix organization leadership requirements.

• Served as rare disease Medical and HEOR lead across oncology and rare endocrine disease portfolios — including diseases affecting organ systems that overlap with gastroenterology and hepatology — implementing highly successful innovative approaches for payer coverage, ICER, HTA, and HEOR research for two profitable brands.
• National Payer & PBM Account Management:
• Secured formulary coverage with the top 5 national payers, 22 regional payers, and Medicare — including health plans, PBMs, and government accounts — through strategic HEOR-driven payer engagement.
• Delivered pre-approval information exchange (PIE) materials and health care economic information (HCEI) to formulary decision-makers at national health plans, PBMs including Prime Therapeutics and Optum Rx, and government accounts.
• Secured coverage with Blue Cross Blue Shield plans nationally and regionally, including BCBS of Texas, Anthem Blue Cross Blue Shield of Colorado, Anthem Blue Cross Blue Shield of New Mexico, and Anthem Blue Cross Blue Shield of Arizona.
• Led HEOR payer programs in close collaboration with Market Access to pull through national and regional medication coverage and secure favorable formulary placement.
• Applied a deep understanding of accounts' population health management priorities to tailor evidence packages, payer tools, and scientific exchange to decision-maker needs across national and regional health plans.
• Aligned HEOR strategies with market access, marketing, public relations, and patient access programs for the US and EU.
• HEOR Tools & Evidence:
• Designed global health economic models and tools: cost-effectiveness analyses, budget impact models, population calculators, AMCP pre/post-approval dossiers, and HCEI; led ICER strategy.
• Created and presented payer "leave-behind" materials and value dossiers; contributed to pricing and forecasting.
• Developed and re-created patient registries; executed real-world evidence studies published in peer-reviewed journals.
• Led digital innovation strategy for novel patient-centered adherence apps and medical devices.

Medical Managed Care Director and Director, Health Economics & Value Assessment (HEVA)

• Served as the field-facing scientific HEOR lead and Medical Managed Care Director, engaging national and regional payers across immunology, oncology, neurology, and osteoarthritis.
• National Account & Payer Management:
• Cultivated executive-level relationships with national and regional health plans, PBMs, and IDNs — including UnitedHealthcare/Optum, Anthem/Elevence, Prime Therapeutics, MedImpact, and Optum Rx — related to dermatology, immunology and neurology programs.
• Served as field-facing scientific and value lead for national payers and PBMs across immunology, oncology, orthopedics, cardiovascular, and diabetes franchises, delivering HEOR tools and clinical economic data to P&T committee and formulary decision-makers.
• Collaborated with market access and commercial teams to support formulary placement, value-based contracts, and outcomes-based contracting with national and regional health plans and PBMs.
• Created advisory board strategy and executed 4 national payer advisory boards; leveraged findings to develop internal brand plans, HEOR and ICER strategies.
• Led HEOR research program for the Sanofi/Regeneron immunology and cardiovascular portfolio collaboration — including Kevzara (sarilumab) for rheumatoid arthritis and Praluent (alirocumab) for LDL-C reduction/cardiovascular risk — delivering payer-facing evidence to support national formulary access and outcomes-based contracting.
• Provided scientific and health economic data communication in-line with the 21st Century Cures Act, including PIE and HCEI presentations to national and regional payers and PBMs.
• Generated a novel idea and pioneered an innovative digital RWE project that received a Gold Medal Award at a national pharmacy convention — recognized as a model for how to apply real-world data to support payer engagement and formulary decision-making.
• Created budget impact models, population calculators, and value-based tools for payer communication.
• Developed and implemented corporate value framework and health technology assessment (HTA) strategies related to ICER.

• Dificid (fidaxomicin) — GI antibiotic for Clostridioides difficile (C. diff) colitis; direct gastroenterology therapeutic area experience.
• Drove antibiotic product formulary placement at West Coast specialty pharmacies, health plans, IDNs, and nursing care facilities through HEOR data presentations and budget impact models across CA, WA, OR, AZ, NV, and surrounding states.
• Improved product reimbursement using health outcomes and quality initiatives; demonstrated product value to West Coast regional payers.
• Engaged gastroenterologists, infectious disease specialists, and GI-focused health system formulary committees to communicate clinical and economic value of Dificid for C. diff management.

• Presented clinical and health economic information to West Coast regional value-based decision-makers across CA, WA, OR, AZ, NV, and NM ; provided field-based scientific support for medical payer engagement.
• Led the launch of 2 respiratory products within West Coast territory and obtained favorable formulary placement across all West Coast plans in territory.

• Served as field-based scientific lead for oncology, hematology, and critical care; led obesity product launch.
• Promoted to Distinguished MSL; served as acting team head (10-person team) and interim oncology medical director.
• Built pre-launch emesis product plan for Aloxi (palonosetran) and led strategic MSL team activities; coached team during leadership transition.

• Launched the Pathwork Tissue of Origin Test for Carcinoma of Unknown Primary (CUP) into payer and provider space.
• Created medical, formulary, and health economics strategies; secured product positioning with national payers and Medicare/CMS.
• Developed white papers on novel oncology diagnostics distributed to US commercial and government payers including Medicare/CMS.
• Collaborated with top CUP medical experts to support inclusion of the test in NCCN guidelines.