“The difference between the impossible and the possible is merely a measure of man’s determination” (Inscription made by Captain James Thain in a book he gave to his daughter)I am heading the Market Access unit, Innovative Medicines at Novartis Israel. I am responsible for leading my team to present the value proposition of our medicines and to design corresponding access schemes. These are supported by Real World Evidence (RWE) and Value Based Pricing based on Cost-Effectiveness Analyses (CEA). I also utilize “Story Telling” as I learned that even the best data and soundest hypotheses need proper introduction. I graduated pharmacy studies at the Hebrew University of Jerusalem and continued to MSc. in Clinical Pharmacy. I worked for 8 years as a clinical pharmacist at Sheba Medical Center. While specializing in internal medicine related pharmaceutical-care, I established the clinical pharmacy services in this 1400 bed medical center. I became assistant director of the hospital’s pharmacy and a member of the P&T committee. I completed a PhD in PharmacoEconomics, writing my dissertation on value of information. As part of my studies, I spent a 3-month internship at the global outcomes research department of Janssen Pharmaceutica in Belgium. I then went for a two-year post-doctoral fellowship at the global outcomes research department of Merck, and co., in Whitehouse Station, NJ., USA. There, I took part in global HTA activities including economic model adjustments for different healthcare settings and retrospective database analyses. Upon returning to Israel, I took a visiting lecturer position at the Hebrew University, delivering courses in health policy and Health Technology Assessment, and I continue to deliver a Business School MBA’s course of HTA. I became HTA manager at MSD Israel and took part in the introduction of several drugs into the national reimbursement scheme. After 5 years, I moved back to the public sector and served as the Chief Pharmacist of Meuhedet HMO. There, I was responsible for decision making regarding rationale use of medications based on clinical and economic considerations and I participated in the National Reimbursement Committee’s deliberations. Having both clinical and pharmacoeconomic training and experience together with exposure to academia, pharmaceutical-industry and public sector’s health-provision and payers’ settings, along with global experience complementary to management and decision-making positions, provides me with a unique combination of skills which assist me in fulfilling my professional purpose.