Alira Health

My expertise lies in pricing and access, with a strong focus on green messaging and health equity. If you're looking to navigate payer expectations, optimize your value communication, or integrate sustainability into your access strategy: let’s connect. I'm here to help.

At Alira Health, we’re on a mission to ensure every patient gets the treatment they need. We partner with healthcare companies across the full value chain: from clinical development to regulatory, real-world evidence, market access, and pricing.

Key Responsibilities:
- Develop and implement pricing and access strategies that prioritize health equity and sustainability.
- Navigate complex payer expectations and enhance value communication to stakeholders.
- Collaborate across the full healthcare value chain, from clinical development to market access.

Partner pricing, access and sustainability

EADA Business School

I teach business cases of market access, pricing and health equity in the MSc in Pharma & Biotech Management

Associate Professor

Ferrer

• Management of market access, pricing and patient advocacy teams globally.
• Disease areas: rare diseases, orphan drugs, cardio, pain, psychological disorders.

Corporate Director Market Access and Pricing

Almirall

Lead the launch of a strategic dermatological product

Senior Global Market Access and Pricing Manager

•	Lead of global pricing team, that includes all price coordinators in the market companies, regular preparation of meetings and internal communications

Operational Pricing Planning Manager

IMS Health

•	Worked in the initial design and preparation of IMS Pricing Insights tool: creation country pricing profile for each country (Spain, France, Italy, Germany, UK, Slovenia, USA, Brazil among others)
•	Understanding of internal IMS MIDAS pricing information and calculation of mark ups for each country, optimization of calculations
•	User testing of Pricing insights tool

Pricing Expert and HEOR Consultant

Cardinal Health

Formulation of special products.
As well as aseptic release of products

Formulation pharmacist

Superdrug Stores PLC, UK

* Supervise the well running following company policy of 11 pharmacies in the south region of England
* Coach Pharmacy Managers in issues relating difficult staff and leadership skills
* In charge of making internal audits

Pharmacy Manager and Group Pharmacy Manager

At Alira Health, I design pricing strategies that balance affordability, innovation, and environmental responsibility. From WHO Essential Drug List submissions to the Equity Pricing Framework (EPF), my work ensures that medicines reach the patients who need them without compromising sustainability or innovation.
If you're working to improve health equity, sustainability, or patient access, let’s connect!

Wondering how to communicate access and pricing news amidst geopolitical chaos? 

You are not alone!

With multi-jurisdictional markets, evolving policies (hello Most‑Favoured‑Nation (MFN) pricing model, global benchmarking, AMNOG etc) the “everything aligned” script often gets rewritten.

3 take-aways for pricing & market access teams:
✅ Build in buffer time for unexpected policy/regulator inputs (especially in key markets).
✅ Ensure your global price-benchmarks account for domino effects when US or EU shifts ripple globally.
✅ Use real-time intel from payers/regulators in each region to identify emerging constraints (MFN, HTA, reference price changes) early.

If you’re on a global launch or pricing team: how are you handling the “you thought we were aligned… but then MFN/HTA/regulator steps in” moment? 

Would love to hear your experience!

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Nerea Blanque Catalina 🌍

Partner Pricing, Access and Sustainability @ Alira Health | Navigating Payer Expectations, Health Equity

Never give up, especially when it’s about giving patients a voice! 

MUST READ

Since 2018, I have been a firm believer that patient involvement in Health Technology Assessment (HTA) is not optional: it’s essential. 

Patients bring lived experience that grounds our assessments in what truly matters.

Two years ago, we began an investigation to understand how patient involvement in HTA is being implemented around the world. 

Today, I’m proud to share that this work has grown to cover 50+ countries, bringing together diverse voices and insights into global practices.

This project was born from the passion and persistence of a team I deeply admire. Annabel de Maria, Marcos Puebla Sainz, Luca Trentin, and Luís Korrodi-Gregório: you each shaped this journey in your own way. Sonia Amaral, Abigail Asmah you were with us when we produced our enormous excel, at least you deserve a mention! Big thanks to all

Annabel, you were the heart and catalyst of it all,  your legacy lives on through this publication and through every patient-centered effort we continue.

I’ll admit, at one point, I almost gave up. Publishing is not for the faint-hearted. But my team carried on, and this is the biggest lesson learned: never give up in the publishing business. Persistence truly pays off.

I’m beyond proud of what we achieved together, and although we can’t celebrate this milestone with Annabel, I know she is smiling.

💚 Long live patient involvement at all stages, in all places.

You can check the publication online:
💡“A Comparative Analysis of Patient Participation in Health Technology Assessment Systems Worldwide: Trends and Practices,” via Frontiers in Public Health: https://lnkd.in/eg-nMAKg 

Do you think we need to repeat the study next year to see how the landscape has evolved?

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Patient Participation in HTA

Sustainability and profitability are not opposites;  they are interdependent.

For years, the conversation around sustainability has focused on costs rather than value creation. 

But what if pricing could be a strategic lever to drive both business performance and positive impact?

I’ll be exploring this topic at the Professional Pricing Society #PROFITABLE25 Conference in Barcelona where I’ll discuss how sustainable pricing strategies can align profit with purpose and why the time to act is now.

Sustainability is no longer a side initiative; it’s becoming a core driver of long-term value.

Will you join the conversation? 4th December, 15,30pm, Barcelona

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Last week we held our Annual Christmas event in HBA Barcelona!

It was great to meet a bunch of powerful women and men that want to change the world.

During the event we held a roundtable with the HBA Barcelona Steering committee where we discussed the impact of HBA in our lives. 

We heard inspiring reflections on the impact of HBA:
💬 “𝘠𝘰𝘶 𝘴𝘦𝘦 𝘵𝘩𝘦 𝘱𝘰𝘸𝘦𝘳 𝘰𝘧 𝘏𝘉𝘈, 𝘵𝘩𝘦 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯𝘴, 𝘭𝘦𝘢𝘳𝘯𝘪𝘯𝘨 𝘯𝘦𝘸 𝘴𝘬𝘪𝘭𝘭𝘴 𝘢𝘯𝘥 𝘣𝘳𝘪𝘯𝘨𝘴 𝘺𝘰𝘶 𝘵𝘩𝘦 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘺 𝘵𝘰 𝘴𝘦𝘦 𝘸𝘩𝘢𝘵’𝘴 𝘰𝘶𝘵𝘴𝘪𝘥𝘦” – Laura Requejo
💬 “𝘕𝘦𝘵𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘪𝘴 𝘰𝘶𝘳 𝘣𝘰𝘰𝘴𝘵 𝘧𝘰𝘳 𝘰𝘶𝘳 𝘤𝘢𝘳𝘦𝘦𝘳. 𝘉𝘦 𝘷𝘪𝘴𝘪𝘣𝘭𝘦” – Myriam Bougo
💬 “𝘏𝘉𝘈 𝘩𝘦𝘭𝘱𝘴 𝘺𝘰𝘶 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘯𝘨 𝘪𝘯 𝘢 𝘮𝘦𝘯𝘵𝘰𝘳-𝘮𝘦𝘯𝘵𝘦𝘦 𝘱𝘳𝘰𝘨𝘳𝘢𝘮 𝘸𝘩𝘦𝘳𝘦 𝘢 𝘩𝘶𝘨𝘦 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯 𝘤𝘢𝘯 𝘣𝘦 𝘣𝘶𝘪𝘭𝘵” – Cecilia von Ahn Scheel

💡The message was clear: 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲, 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐥𝐞𝐚𝐫𝐧𝐢𝐧𝐠 are key to unlocking female talent and driving a more 𝐞𝐪𝐮𝐢𝐭𝐚𝐛𝐥𝐞 𝐇𝐞𝐚𝐥𝐭𝐡𝐜𝐚𝐫𝐞 𝐟𝐮𝐭𝐮𝐫𝐞. Also it was highlighted the support from our family and partners through our journey.

This year, 𝐇𝐁𝐀 𝐁𝐚𝐫𝐜𝐞𝐥𝐨𝐧𝐚 𝐠𝐫𝐞𝐰 𝐢𝐧 𝐛𝐨𝐭𝐡 𝐦𝐞𝐦𝐛𝐞𝐫𝐬𝐡𝐢𝐩 𝐚𝐧𝐝 𝐢𝐦𝐩𝐚𝐜𝐭, strengthening networks, visibility, and mentorship across our community.

A huge thank-you to Healthcare Businesswomen’s Association, Novartis Europe for their support, PANDORA COMUNICACIÓ AUDIOVISUAL for capturing the evening, and all our 𝐯𝐨𝐥𝐮𝐧𝐭𝐞𝐞𝐫𝐬 for making these moments possible.

Wishing everyone a wonderful christmas season and here’s to 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐠𝐫𝐞𝐬𝐬, 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐢𝐦𝐩𝐚𝐜𝐭 𝐢𝐧 𝟐𝟎𝟐6. ✨

Isabel Alarcon, MD | Marta Anton Coach PCC | Tabatha Bourgois | Dr. Ana Rita da Costa | Isabel De La Paz | Ester Cavallé Salvadó | Vera Fernandez Sulis | Dina Ferreira | Patricia Ferriot | Vanita Garani | María Inés Garzón Hernández | Clara González-Melgarejo | Virginia Gonzalez Sola | Anais Gonzalez Iglesias | Cristina Guerra Laurie | Ester Guiu | Ezgi Halatli | Cristina Guerra Laurie | Mar Masso | Jovi Mateo | Maria Clara Leal Nascimento Silva | Raquel Navarro-Prieto | Farzaneh Norouzi | Mercedes Prior | Alicia Rami, PMP, MBA | Rocío A. Reyes Gutiérrez | Helena Saigí Aguas | Claudia Serna Pujol | Jelena Stanisavljevic, Ph.D. | Laura Vidal Boixader | Joris Pezzini

Our industry moves fast and staying informed means learning from the best. 

Here are the LinkedIn voices I recommend keeping on your radar.

These experts consistently add value, insight, and clarity to a very complex ecosystem:
🔹 News & Industry Updates:
Follow Neil Grubert  for high-quality insights and timely updates on global market access and policy developments.
And Rachel Galloway that always puts a smile on my face with her Bridgerton style posts!  
🔹Country specific P&R news and insights: 
✅ Germany Pricing & Market Access:  If you work with AMNOG, benefit assessments, or German HTA, Anja Pownell is a must-follow.
✅ U.S. Pricing & Access: For clear, sharp perspectives on U.S. market access, follow Deborah Williams  always on point.
✅ Access in the middle east: Lavni Varyani is your expert of choice with her clear and concise guidelines.
✅ Access in Switzerland: I recently discovered Dr. Marcel Boller and I really like his posts, short and insightful.
🔹 Public Health:
Looking to stay engaged in public health topics?
Roberta Sarno, PhD Ertila Druga MD MBA PhD Dr. Sara Al Dallal, and Jordi Serrano Pons consistently share important reflections, innovations, and discussions.
🔹 HEOR Fundamentals:
For those wanting accessible and practical HEOR basics, Mirko von Hein is a great resource.
🔹 Generics & Broader Market Intel:
Dave Wallace and Gabriel Morelli offers strong, data-driven views on the generics space and the broader pharma landscape.
🔹 Patient Engagement:
Eduardo Perez-Guagnelli and his amazing designs where he explains why patient engagement is so important.
🔹 Sustainability:
Roberta Boscolo is a must follow for everyone please read all her posts to really understand what is really happening out there.
Elena Doms is my sustainability hero.
🔹 Insightful Articles & Reads
And of course, don’t miss Alira Health’s articles always rich in evidence, trends, and perspective.

If you want to enrich your 2026 feed with high-quality thinking, these are great people to start with.

Who else should we add to this list? Drop your recommendations below!

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I watched this speech some time ago and today I want to share it with you as I think about its content very often.

How could he convince me that smoking is good (only for a second)? OMG!

This powerful speech won the 2015 World Championship in Public Speaking.

Mohammed Qahtani, a Saudi Arabian engineer, captivated his audience with the power of words and the influence they can have. 

My pricing & access peers, remember this speech as the basis of your future communications. 

Choose your words wisely and intentionally. Any more learnings?

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𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗦𝗰𝗲𝗻𝗲𝘀 𝗮𝘁 𝘁𝗵𝗲 𝗣𝗵𝗮𝗿𝗺𝗮 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 & 𝗠𝗮𝗿𝗸𝗲𝘁 𝗔𝗰𝗰𝗲𝘀𝘀 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗦𝘂𝗺𝗺𝗶𝘁 𝟮𝟬𝟮𝟱!

When we talk about industry events, we often focus on the presentations, insights, and data.

But the real magic? It happens behind the scenes.

This week, I had the pleasure of joining the "Pharma Pricing & Market Access Innovation Summit" by GlobalBSG. An intimate, high-value gathering of passionate market access top notch experts that came from across the world.

Behind the scenes:

• I finally met LinkedIn superstar Neil Grubert in person: a true inspiration in my daily work, our daily work I would say. Insightful, sharp, and kind.

• I attended trendy sessions on the Most-Favored-Nation (MFN) clauses and Market Access in the Middle East, with brilliant speakers such as Reg Waldeck Ayman Semaan Mohamed Abdelbaky, who brought regional realities to life through concrete examples.

• I had the honor to host two roundtables, where participants shared openly about pricing models, collaboration, and the future of Access. Thanks to Yvette Venable for your passionate contributions, Manuel Vazquez Roso Eric Litjens, MSc, PhD for being so generous with your knowledge and experience.

• Once again I had the chance to present about pricing and sustainability, as I do everywhere I go.

• Thanks to the intimate format of the event, conversations went far beyond the surface we exchanged ideas, voiced challenges, and even started shaping something new:

A real community on Access! A space to continue the dialogue, connect across roles and regions, and drive meaningful change together. Neil Grubert maybe you have something to say! 

My biggest takeaway (thanks to Iroda Jurabekova!):
Celebrate your department's wins: even the small ones.

Finishing an economic model? Celebration
Getting internal alignment. Another celebration!
Getting reimbursed in Austria? Celebrate again

These moments deserve recognition and drive visibility!

Huge thank you to Vic Egho and  for inviting me to chair the conference and for organizing such a seamless, inspiring, and human event.

Are you going to miss next year edition?

PS: even water was in line with health economisc concepts! 😂 

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GlobalBSG

Independent Global Market Access Consultant, Trainer and Writer

Head of Global Market Access at Bayer

Strategist in Market Access & Pricing. Enthusiast for Equity in Healthcare.

Market Access Lead - Gulf Countries & Pricing Lead Middle East

Senior Global Life Sciences Leader | Expert in Global Health Policy, Access and Patient Engagement and Advocacy | Public Health Professional

Global Market Access & Value Director

Biotech commercial executive and former scientist focussed on sustainable access | Fearless and all-round start-up team builder | Connecting people, pipelines and strategy

Executive Director, Global Market Access, Oncology at Boehringer Ingelheim

Operations Director at GlobalBSG

Pere Paré

I was in Japan last week when a client brought up my Market Access Playbook, unprompted!

He said: “I really liked it, I think everyone should read it”

It reminded me how universal our challenges are:

Market Access and Pricing teams don’t just crunch numbers, we shape strategy.

Yet we’re too often seen as technical, operational, even secondary.

The truth? They we are strategic, but we have a communication problem.

That’s why I built this Playbook: 10 strategic actions every access professional should master.

From building price corridors to align internal teams, to navigating IRP chaos (and yes, the parallel trade topic deserves its own post, coming soon I promise).

Swipe through the carousel to explore the actions.

Are you ready to demonstrate value inside and outside your company?

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Pricing and Access PLAYBOOK

Inspiration, energy, and purpose all in one room in Tokyo!

During my recent trip to Japan, I had the privilege of meeting the incredible team at Healthcare Businesswomen’s Association Japan Branch.

We shared an intense and insightful hour at the BMS Tokyo office, exchanging experiences and learning from their remarkable journey. 

Their “secret sauce”? A passionate community spirit that has fueled extraordinary growth: more than 450 members in less than a year!

To all my Japan-based connections: I highly encourage you to reach out to this amazing group of professionals who are driving equity and inclusion in the workplace. 

Their online cafés and in-person events are not to be missed!

HBA Japan team, you are truly inspiring! Hiroto KONNO, MBA, PMP® Sawori ImuraCathryn Jiang Hiroko Sakimoto Mayumi H. Shrinika A. Aiko Tomiyama Yuko I. I really appreciate your time! I hope to see you soon in one of our online speed networking or if you happen to be in Barcelona🌸

How do you think communities like this can continue to accelerate gender equity in healthcare and beyond?

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Healthcare Businesswomen’s Association

Associate Director, Head of GDP & PQC Japan - Bristol Myers Squibb

Pfizer Global Supply Japan Lead / ファイザー株式会社 取締役 執行役員 製造部門長 / ファイザー・ファーマ株式会社 代表取締役社長

Change and Communications Partner @ Takeda | Change Management, Communications

Strategic Program Management at Bristol Myers Squibb

Pharmacist

Data Digital and Technogy | Web Apps, Power Platform

MSD KK

Oncology Marketing

Could transparency backfire in global drug pricing?

As the U.S. launches the GENerous model, aiming to share net prices for medicines, many celebrate this as a step toward fairness and accountability in pharmaceutical spending. 

See more information on GENerous here: https://lnkd.in/de58heKa

However, I ask myself, what if transparency leads not to lower U.S. prices, but to higher prices elsewhere?

Evidence from the latest OECD study on medicine price sharing suggests a potential paradox:

When net prices become visible, manufacturers may align offers across markets, reducing their willingness to grant confidential rebates in smaller or lower-income countries.

The result could be “price convergence from below” where other countries’ prices rise to protect pricing strategies in the U.S., without real relief for American payers. 

Crazy right? In this case, pharma would be the big winner here and patients all over the world the main loosers.

This is the delicate balance between equity and efficiency in global health economics: transparency promotes accountability but may erode the flexibility needed for fair differential pricing.

I guess this is the beauty of our day to day jobs. But policymakers need to understand well what they are doing so they protect patient's interests.

As the GENerous model unfolds, it will test whether open price sharing can coexist with sustainable, equitable access worldwide or whether it risks exporting the U.S. pricing problem instead of solving it.

What do you think, should price transparency be further studied?

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OECD external reference pricing 2024

Cervical cancer prevention is key for women health across the globe.

It remains a major cause of morbidity and mortality in Eastern Europe and Central Asia, where screening implementation remains fragmented. 

This new study, provides a comparative assessment of national cervical screening programs across the region, highlighting structural strengths and policy gaps.
 
For a discussion of the results and expert conclusions, start reading, “Cervical Screening Systems in Eastern Europe and Central Asia: A Comparative Policy Evaluation”: Cervical cancer remains a major cause of morbidity and mortality in Eastern Europe and Central Asia, where screening implementation remains fragmented. A new study, featuring Alira Health expert @ Nerea Blanque Catalina as one of the authors, provides a comparative assessment of national cervical screening programs across the region, highlighting structural strengths and policy gaps.
 
For a discussion of the results and expert conclusions, start reading, “Cervical Screening Systems in Eastern Europe and Central Asia: A Comparative Policy Evaluation”: https://lnkd.in/dXt4AH3V
 
Thanks to the Authors: Silvia Ussai, MD PharmD, Teymur Seyidov, Nerea Blanqué Catalina, and Tamar Khomasuridze, on behalf of the UNFPA Regional Alliance for Cervical Cancer Prevention in EECA.

And you, have you done your anual screening yet?

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Cervical Cancer screening systems

It started with a simple question:
What happens to market access when we decarbonize clinical trials?

I asked this during our recent webinar in Spain and I expected a mix of views.

Instead, the answer was almost unanimous: sustainability is becoming a strategic advantage. And more for market access teams!

Yet, despite this confidence, many teams are still unsure how to turn intention into action.

The truth is, expectations around sustainability are rising fast. And those who weave it into their market access strategy aren’t just “keeping up”, they’re leading.

If you’re ready to turn sustainability into impact, let’s connect.

The webinar was co-organized with Anthesis Esp, and AECOC.

What If Drug Pricing Worked Like Airline Tickets?

Imagine a world where drug pricing ran like an airline booking system. A payer or a doctor logs into the portal PHARMAIRLINES.COM 

They enter the patient’s condition, choose when to start treatment, and see a menu of “flights”:
 💊 Medication A: $1,257 ; Tuesday at 3 p.m. via Poland (1 stop)
 💊 Medication B: $4,002  nonstop immediate boarding
 💊 Medication C: $980  off-peak fare, 8-month delay
Need home infusion? That’s a seat upgrade.
Want to change dosage? Change fee applies.
Many doctors want the medication? let's change the price. No one wants it? Let's adapt it.

The payer chooses the combination that fits budget, convenience, and coverage and use, all from a dynamic pricing engine that updates in real time, just like Skyscanner or Expedia.

I know....you are thinking what a “Black Mirror” take on Healthcare...It’s absurd and yet, disturbingly plausible.

Dynamic pricing already rules the skies, hotel rooms, and rideshares.
Why not drugs? We have the software.
What if treatment timing, manufacturing capacity, and patient volume started driving real-time drug pricing?
What if price negotiations were less rigid?

We talk a lot about “value-based pricing” and “market access innovation.” 
And I am tired of it. With AI at our fingertips, let's start to think differently, I feel we are in the middle ages.

Thanks Preeti Patel for the inspiration on this one...

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Feeling like you’re drowning in all the Pharma Policy and geopolitical waves lately?

You’re not alone, it’s a lot to keep up with!

Let’s make sense of the chaos (and maybe even have a laugh about it).

💬 Comment “FLOAT” below for a free 30-minute chat to talk through your biggest challenges, and figure out how to stay afloat together.

(Note: This offer is just for industry professionals, not consultants this time!) 

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Sustainability and pricing...what do they have in common?

I will talk about it LIFE! in the next PPS ProfitABLE conference in Barcelona at 3,30pm on the 4th of December. 

Are you going to miss it?

#profitABLE25

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What a year 2025 has been for pricing and market access, and it hasn’t even ended yet!

From evolving MFN-style policies to new tariff dynamics and accelerating AI capabilities, the landscape has shifted faster than many of us anticipated. 

And now, with the recent UK–US pricing and tariff deal, the ripple effects across global pricing strategies may be even more profound.

All of this leaves me wondering: what will 2026 bring?

More alignment? More disruption? A completely new framework?

I’d love to hear your perspective.

 👉 Which development has been the most transformative in 2025?
 (See poll below — and feel free to expand in the comments!)

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2025 has given us lots of surprises. Which development do you think will have the biggest long-term impact?

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