Added Value Medicines Consultancy was founded by Wil Toenders, who has long and broad experience in assessing the value of medicines and the best way to obtain reimbursement in the Netherlands.

Wil has many years of experience in the field of pharmacotherapy, drug and reimbursement policy, health insurance, cost-effectiveness and pricing. This is mainly based on his former position as head of drug assessment at the National Health Care Institute (ZiN). It resulted in extensive knowledge and practical expertise from within institutions about how reimbursement processes work.