Mitra Salimi | Sustainability | Research Excellence Award

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Ms. Mitra Salimi | Sustainability | Research Excellence Award

Ms. Mitra Salimi | Sustainability | Doctoral researcher at University of Jyvaskyla | Finland

Sustainability has been the central focus of Ms. Mitra Salimi’s academic and professional journey, reflecting her commitment to integrating sustainable practices into marketing, consumer behavior, and business strategy. Ms. Mitra Salimi is a marketing researcher specializing in consumer behavior, brand management, and business sustainability, combining rigorous academic research with practical impact to guide organizations toward more environmentally and socially responsible operations. She earned her Doctor of Science in Economics and Business Administration from the University of Jyväskylä under the supervision of Prof. Outi Uusitalo and Dr. Outi Niininen, where her research emphasizes the role of leadership in advancing sustainability and planetary well-being. Prior to her doctoral studies, Ms. Mitra Salimi completed an Executive MBA at the University of Tehran, ranking first among Iranian universities, with a thesis exploring the congruence between self-concept and brand personality and its effect on brand emotional attachment, highlighting the connection between consumer psychology and sustainable brand engagement. She also holds a Bachelor’s degree in English Language Translation from Imam Khomeini International University, demonstrating her multilingual and cross-cultural research competencies. Professionally, Ms. Mitra Salimi has contributed as a data analyst to the interdisciplinary BIODIFUL project, funded by the Academy of Finland, where her work examines how organizational leadership influences sustainability-oriented decision-making and consumer-centric strategies, bridging the gap between theory and actionable business insights. Her research interests encompass consumer behavior, brand management, business and customer analytics, customer relationship management, and the integration of sustainability into marketing strategies, enabling her to provide evidence-based recommendations to enhance both ethical responsibility and business performance. Ms. Mitra Salimi possesses a wide range of research skills including statistical analysis, social media sentiment analysis, survey design, brand evaluation, and data-driven behavioral modeling, allowing her to assess consumer perceptions of sustainable practices and identify actionable strategies for corporate responsibility. She has contributed to numerous publications and academic conferences, presenting cutting-edge research on consumers’ responses to brand transgressions, social media exposure of greenwashing, the role of NGOs in corporate accountability, biodiversity-friendly consumer behavior, and the application of artificial intelligence to sustainable marketing. Her work has been recognized in multiple international forums and is often cited for its relevance to contemporary sustainability challenges in marketing. Ms. Mitra Salimi’s awards and honors include recognition for academic excellence, leadership in research projects, and contributions to sustainability-oriented marketing scholarship. Overall, Ms. Mitra Salimi represents a dynamic intersection of research, practical business insight, and sustainability advocacy, continuing to advance knowledge in how companies can meet evolving consumer expectations while promoting environmental stewardship and social responsibility, ensuring that sustainability remains at the core of both marketing theory and practice.

Profile: Google Scholar

Featured Publications 

  1. Salimi, M., Uusitalo, O., Niininen, O., & Munnukka, J. (2023). To forgive or not? Consumers’ responses to brand transgression.
  2. Salimi, M., Tuscolano, F., Uusitalo, O., & Niininen, O. (2024). The role of social media in exposing greenwashing: Consumer sentiments and discussions.
  3. Salimi, M., Staebler, S., & Wijnen, A. (2025). The power of NGOs: How to make society aware of corporate wrongdoings.
  4. Uusitalo, O., Rouhiainen, H., & Salimi, M. (2024). Values, risk, and biodiversity-friendly action: Perceived consumer effectiveness matters.
  5. Rouhiainen, H., Salimi, M., & Uusitalo, O. (2024). Kohti luontokatoa ehkäisevää kuluttajakäyttäytymistä: Miten riskikäsitys ja havainto toiminnan vaikuttavuudesta edistävät kuluttajan toimintaa.
  6. Do, J., Salimi, M., Baumeister, S., Sarja, M., Uusitalo, O., & Wilska, T. (2023). Consumption and planetary well-being.
  7. Do, J., Uusitalo, O., Skippari, M., & Salimi, M. (2022). Leveraging sustainable marketing with artificial intelligence: Definition and agenda for research.
  8. Salimi, M., & Khanlari, A. (2018). Congruence Between Self-concept and Brand Personality, its Effect on Brand Emotional Attachment.

Anke van Engen | Policy | Best Researcher Award

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Mrs. Anke van Engen | Policy | Best Researcher Award 

Managing Principal , IQVIA , Netherlands

Anke van Engen is an accomplished professional with over 20 years of experience in global health economics, outcomes research, and market access. As the Managing Principal at IQVIA Payer Evidence Solutions in Amsterdam, she is dedicated to maximizing the commercial success of life sciences products through integrated payer evidence strategies. Anke excels in building long-lasting client partnerships and is highly respected for her expertise and collaborative approach. She leads an international team of consultants, guiding them to success with her strategic planning and leadership skills.

Profile

Scopus

Strengths for the Award

  • Extensive Experience: Anke van Engen brings over 20 years of global experience in health economics, outcomes research, and market access. This depth of expertise makes her a formidable candidate for the award.
  • Proven Leadership: Her ability to lead international teams, manage significant P&L responsibilities, and develop innovative strategies has resulted in commercial successes for life sciences companies.
  • Innovation and Thought Leadership: Anke has led the development of key market access tools like the HTA Accelerator platform, demonstrating her capacity for innovation. Her numerous awards and published works further solidify her thought leadership in the field.
  • Client-Centric Approach: Known for building long-lasting partnerships and being a trusted advisor, she has a strong track record of delivering consistent results to clients.
  • Recognition in the Field: Anke’s participation in high-profile panels and her awards, including ISPOR Best Podium and Poster Awards, highlight her respect and recognition within the industry.

Areas for Improvement

  • Broader Academic Contributions: While Anke has published extensively and contributed to industry thought leadership, increasing her involvement in academic research or university collaborations could enhance her profile in the academic community.
  • Further Expansion of Strategic Influence: Expanding her strategic influence beyond Europe and into more global markets, especially emerging ones, could showcase her ability to adapt and innovate in diverse environments.

Anke van Engen is an accomplished professional with over 20 years of experience in global health economics, outcomes research, and market access. As the Managing Principal at IQVIA Payer Evidence Solutions in Amsterdam, she is dedicated to maximizing the commercial success of life sciences products through integrated payer evidence strategies. Anke excels in building long-lasting client partnerships and is highly respected for her expertise and collaborative approach. She leads an international team of consultants, guiding them to success with her strategic planning and leadership skills.

Education

MSc Chemistry from the University of Leiden, the Netherlands (1994-1999), specializing in Bio-organic Chemistry. Anke also pursued an internship in biochemistry at the Institute of Fundamental Sciences, Massey University, New Zealand. Additionally, she completed advanced training programs in strategic leadership and health economic evaluation from the International Institute for Management Development and the University of Oxford, respectively.

Experience

Managing Principal, IQVIA Payer Evidence Solutions (2023-present): Leading a cluster within the EMEA Real World Evidence Leadership Team, Anke shares P&L responsibility and spearheads the integration of evidence and EU HTA offerings.
Senior Principal, IQVIA Real World Solutions (2020-2023): Directed the development of EMEA-specific offerings and played a crucial role in go-to-market strategies and client partnerships.
Senior Principal, IQVIA Consulting Services (2017-2020): Partnered with pharmaceutical companies, led global HTA solutions, and provided strategic oversight.
Principal, Quintiles Advisory Services (2014-2017): Developed and marketed the flagship HTA Accelerator product and led HEOR/MA strategy and implementation projects.
Consulting Director, Quintiles Consulting (2012-2014): Managed strategy consulting projects for pharmaceutical and medical device companies across Europe, with a focus on market access and health economic modeling.

Research Interest

Health Economics & Market Access: Anke’s research interests focus on developing and implementing health economic models, market access strategies, and health technology assessment (HTA). She has contributed significantly to thought leadership in payer evidence strategy, emphasizing the importance of integrating payer insights for successful product launches.

Awards

Issue Panel Recognition: Anke’s issue panel “EU Joint Clinical Assessment – One for All and All for One?” was ranked as the top-attended session at ISPOR Europe 2023.
Best Innovation Award (2014): Won the Sharktank contest for best innovation and secured investment for the HTA Accelerator platform.
ISPOR Awards: Received multiple ISPOR Best Podium and Poster Awards for her contributions to understanding the complexity of HTA networks and for her health economic analysis work.

Publications

The Impact of Additive PICOs in a European Union Joint Clinical Health Technology Assessment (2024). Value Health (Accepted for publication).
Use of External Comparators for Health Technology Assessment (HTA) Submissions Based on Single-Arm Trials (2021). Value Health, 24(8):1118-25.
Call in the PROs: Giving Credence to the Patient’s Perspective in Healthcare Decision Making (2020). ISPOR Value & Outcomes Spotlight.
Use of Insertable Cardiac Monitors for the Detection of Atrial Fibrillation in Patients with Cryptogenic Stroke in the United States is Cost-effective (2019). Journal of Medical Economics.
How Can Payer Requirements Be Satisfied when Treatment Switching Occurs? (2016). ISPOR Value & Outcomes Spotlight.
Economic Evaluation of Fidaxomicin for the Treatment of Clostridium difficile Infection in Ireland (2015). JHEOR, 2(2):192-206.
Cost-effectiveness of a Fixed-dose Combination of Solifenacin and Oral Controlled Adsorption System Formulation of Tamsulosin in Men with Lower Urinary Tract Symptoms Associated with Benign Prostatic Hyperplasia (2015). BMC Urology, 15(1):41.

Conclusion

Anke van Engen is a highly suitable candidate for the Best Researcher Award. Her extensive experience, leadership, and innovative contributions to health economics and market access make her a strong contender. With a few strategic expansions in her academic involvement and global reach, she could further solidify her candidacy for such prestigious recognition.