Successful innovation begins long before a product reaches the market—it starts by involving the right experts at the right time. In this article, I explore why clinical professionals should be engaged early in the research and development process, where their real-world expertise can shape product strategy, improve usability, reduce development risk, and accelerate adoption. By treating clinicians as strategic partners rather than late-stage reviewers, organizations can create solutions that are not only technically sound but also clinically relevant, commercially viable, and better positioned to improve patient outcomes.

Mary Cantu is a seasoned healthcare executive with over two decades of experience leading global market access, reimbursement strategy, and health policy across the medical device and pharmaceutical industries. Renowned for her ability to navigate complex regulatory and payer landscapes, she has successfully developed and executed comprehensive access strategies that drive product adoption, secure favorable coverage and coding, and expand patient access across domestic and international markets. With a proven track record of aligning cross-functional teams around clear, value-based goals, Mary brings strategic vision, operational excellence, and a deep commitment to healthcare innovation to every stage of the product lifecycle.

I am excited to share my professional journey as a health economist and healthcare strategist with over 17 years of global experience. My work focuses on aligning economic evaluation with innovative healthcare technologies to create sustainable solutions for public and private payers. Here is my biography.