Tonya Dowd

Executive Vice President, Reimbursement, Value Generation and Market Access, PRIA Healthcare

Tonya is an accomplished and respected thought leader in the fields of healthcare economics, reimbursement, and market access. With over twenty-five years of experience and expertise in the healthcare arena, she possesses a thorough understanding of the healthcare payment and delivery system ecosystems and the complexities of the market dynamics that exist for the commercialization pathways
for new and emerging technologies. She currently holds the position of Executive Vice President at PRIA Healthcare where she’s a member of the leadership team and head of the Reimbursement, Value Generation and Market Access (RVMA) services, responsible for revenue growth, client acquisition, retention and establishing additional service lines to assist clients through the journey of commercialization for new and novel technologies.
Prior to joining PRIA, Tonya held leadership and consultant positions within prominent organizations, including Johnson & Johnson, Quorum Consulting (now Guidehouse) and MCRA, and is recognized as a strategic consultant with an understanding of what it takes to successfully establish market access and adoption for new and innovative medical technologies.
Throughout her career, Tonya has consulted with early and commercial stage med tech innovators across a variety of medical technologies including implantable devices, digital health, diagnostics, DME and molecular diagnostics, across multiple disease areas, including cardiovascular, neurology, electrophysiology, urology, gastroenterology, gynecology, otolaryngology, general, bariatric surgery and vascular surgery, orthopedics, spine and pain management.
Her leadership and innovative reimbursement solutions has contributed to the establishment of new payment and coding methods, positive coverage and trusted advisor relationships with multiple stakeholders, including med tech investors, payer partnerships and specialty societies fostering access and the adoption of new technologies within multiple countries. Tonya played a significant role in the broad market adoption of bariatric surgery, pioneering reimbursement pathways and patient access through collaborations with Johnson & Johnson government affairs, specialty societies, health technology assessments and third-party payer organizations.
Tonya is strategic, practical, and opportunistic in her approach to reimbursement and market access. With an expertise and knowledge of the global macro healthcare ecosystem and policy trends and direct experience in tactical execution of successful market access and reimbursement strategies, her understanding of how policy is translated into practice sets her apart as a unique and innovative leader in the fields of market access and reimbursement.
Tonya holds an undergraduate degree from the University of Michigan in Health Policy and a Master of Public Health and Global Healthcare from the University of California Los Angeles. She is frequently invited as a guest speaker and moderator on market access, reimbursement and commercialization and serves as a judge, value framework coordinator and mentor for med tech incubators, including MedTech Innovator and the Creative Destruction Lab (CDL), based in Toronto. Tonya is also a Scientific Advisory Member for the International Society for Cardiovascular Translational Research (ISCTR) and contributing author to the ISCTR’s book on “Translational Research for Cardiovascular Devices.”