Why Now Matters: The Impact of Early Adoption of a Patient Access Program Solution

Tonya Dowd – Executive Vice President, Reimbursement, Health Economics, Market Access (RHEMA) and Corporate Development, 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.

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. 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.”

Kristofer Munroe – Director, Compliance, Reimbursement, Health Economics, Market Access

New to PRIA Healthcare, but a seasoned market access professional, Kristofer has helped design and lead successful built-to-scale market access campaigns for a diverse array of clients ranging from bootstrapping startups to billion-dollar commercial launches. Kristofer works with client product leadership teams to develop high level KOL and payer influencer strategies to aid in the implementation of effective medical technology (“MedTech”) market access strategies.

In his prior role at Argenta Advisors, Kristofer helped bridge the gap between high-level evidence and value proposition development and individual payer, and patient, reimbursement support. He worked with Argenta’s project teams leading cross-functional groups for specific projects, including the creation of complex health economics and outcomes research (HEOR) collateral, executive summaries, advocacy templates, and coding guides. Supporting clients with payer expertise and attorney quality advocacy to help improve patient access to novel MedTech.

Prior to joining Argenta, Kristofer had over 15 years of experience in advocacy and healthcare policy research. He began his MedTech career as a policy researcher and analysis for a medical policy aggregation service. After becoming an attorney, he directed his attention toward consumer and healthcare issues by founding his own firm. As an attorney he represented individuals in issues related to healthcare and consumer law and provided business expertise in compliance programs focused on provider interactions, including design, training, and implementation. His legal work included direct interaction with HHS OIG on behalf of his clients.

Craig Gonzales – Sr. Director, Health Economics & Market Access, PROCEPT BioRobotics

Craig Gonzales is a seasoned health economics and market access leader with extensive experience guiding healthcare organizations through complex financial, operational, and policy challenges. A registered nurse and internal/external consultant, he specializes in hospital revenue cycle optimization, operations improvement, and healthcare economic strategy.

Craig is a member of the Washington State Bar and a former legislative fellow with a U.S. Senator, bringing deep subject matter expertise in healthcare policy, reimbursement, medical coding, and compliance. His work includes scoping and executing consulting engagements focused on financial management, operational transformation, and mergers and acquisitions for healthcare providers.

He develops and delivers educational programs on healthcare policy and reimbursement aligned with federal, state, and payer regulations, and designs rigorous economic analyses to support hospital decision-making, strategic planning, and contract negotiations.

Chris Brooks – Vice President, Market Access & Reimbursement, Impulse Dynamics

Chris Brooks is a veteran medical-device leader with nearly 25 years of experience spanning sales, commercial leadership, market access, and reimbursement strategy. He has built a career helping innovative technologies navigate complex payer environments and achieve sustainable adoption.

As Vice President of Market Access & Reimbursement at Impulse Dynamics, Chris leads the company’s access, coverage, and payment strategies for therapies transforming the treatment of chronic heart failure. His work centers on partnering with clinicians, health systems, and payers to articulate value, shape evidence strategy, and build scalable reimbursement pathways that improve patient access.

Earlier in his career, Chris held multiple sales and leadership roles, giving him deep insight into frontline commercial execution and the real-world barriers that influence market adoption. Over time, he expanded into health economics and reimbursement, developing expertise in payer engagement, coding and coverage strategy, and cross-functional commercialization planning. Chris earned his undergraduate degree from Pennsylvania State University and his MBA from the University of Michigan’s Ross School of Business. He is passionate about improving outcomes for patients with cardiovascular disease and helping bring meaningful technologies to market.