Susan Raiola, President

Susan Raiola is the President of Real Endpoints. Ms. Raiola has over 10 years of experience in the pharmaceutical consulting industry with a primary emphasis on reimbursement and market access. Ms. Raiola has consulted for both large and small pharmaceutical companies and has assisted with the commercial strategy for both new and inline products. Her experience ranges across multiple therapeutic areas including immunology, gastroenterology, cardiovascular, oncology (both solid and liquid), as well as orphan diseases. She enjoys collaborating with a range of functional teams to enhance product access and reimbursement and deliver maximum value to all key stakeholders. Ms. Raiola’s clients value her market access acumen and unparalleled customer service.

Ms. Raiola has developed several novel diagnostic assessments including Hub Excellence™, which optimizes the design of patient support programs based on competitor benchmarking, key stakeholder insights, and assessments of customer unmet needs & pain points.  Ms. Raiola also developed RiQ™ (Reimbursement IQ) – a new model for measuring and enhancing reimbursement sales force effectiveness. Through both of these tools, Ms. Raiola and her team provide actionable insights and develop a tactical roadmap to maximize customers’ market access opportunities.

Ms. Raiola began her career as a financial analyst for Prudential, eventually managing a division responsible for individual insurance financial analysis and projections. She holds a BS in Finance, summa cum laude, from Seton Hall University.

Our Team

Norman Selby

Executive Chairman

Norman C. Selby has spent 35 years in the healthcare world in a variety of consulting, managerial, investor and Board roles...

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Roger Longman

Chief Executive Officer

Mr. Longman is recognized as an expert in biopharmaceutical strategy and reimbursement and often speaks at key...

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Susan Raiola


Susan Raiola is the President of Real Endpoints. Ms. Raiola has over 10 years of experience in the pharmaceutical consulting...

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Jane F. Barlow, MD

EVP & Chief Clinical Officer

Before starting her own firm, Dr. Barlow served as Associate Chief Medical Officer for CVS Health...

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Beth Nash, MD

Chief Medical Officer

Dr. Beth Nash is Chief Medical Officer at Real Endpoints, where her team of pharmacists and biostatisticians has developed...

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Laura Farmer

SVP, Business Development and Marketing

Laura Farmer leads business development and marketing for Real Endpoints and subsidiary, Reimbursement Intelligence...

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Jane Borne, RPh

VP, Pharmacy

Jane Borne, RPh, is responsible for ensuring the clinical credibility and evidence basis of all RE drug evaluation activities...

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Heather Ritchie

VP, Product Strategy and Development

Heather Ritchie is VP Product Strategy and Development at Real Endpoints. She works closely with our customers and partners...

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Amy Steinkellner, PharmD

Senior Consultant

Amy Steinkellner, PharmD, has worked with the Real Endpoint team since 2012. She serves as senior clinical advisor to the research...

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Robert Galvin, MD

Dr. Robert Galvin is the Chief Executive Officer of Equity Healthcare (EH), which oversees the management of health care for firms...

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Michael Sherman, MD

Dr. Michael Sherman serves as Chief Medical Officer and senior vice president for Harvard Pilgrim Health Care...

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Dennis Purcell

Dennis is the Founder, Senior Advisor, and previous Senior Managing Partner of Aisling Capital LLC.,  a leading investment firm...

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Linda Blackerby

Linda has been serving as the President of Pharma Intelligence at Informa since May 2015, overseeing an income statement...

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Arthur Pappas (Observer)

Art founded Pappas Capital in 1994, and over the past two decades the firm has managed more than $535 million in capital...

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