The Pharma Market Access Course

• Learn to integrate market access concepts in your brand plans.
• Gain insight into which and how stakeholders impact on the success of your brand along its life cycle.
• Learn to use the concepts and techniques that have proven to be successful in influencing the market access decision-makers.
• Know how to effectively manage the organizational issues from global to local.
• Gain expert insight and advice from Lloyd Morgan and Zoë Philips, who have vast relevant cross-functional and multi-therapeutic experience from both industry and consultancy.

 

What sets this course apart?

The faculty has lived the experience of integrating market access issues into commercial and clinical plans. They have advised multiple companies on market access and pricing strategies at global and local levels. Together, they encompass the broad cross-functional expertise that is required to effectively build market access into clinical and brand plans.

In this programme, in addition to providing you with a thorough understanding of market access concepts and the key stakeholders involved, we will share concrete examples and show how market access should be integrated in your clinical and brand plans.

Who should attend?

This introductory course is a must for international brand managers without formal training in this field, as well as for managers in functions that contribute to optimizing market access, such as health economics, business intelligence, health outcomes research, marketing communications and public affairs. Managers in local marketing organizations with responsibility for optimizing market access in national markets will also benefit but they should be aware that the scope of this seminar is primarily international (global or regional).

Past participants

Following is a non-exhaustive list of delegate profiles that participated in this course:

Senior Project Manager	Amgen	Netherlands
Manager Market Access & Maintenance	AstraZeneca	Netherlands
Senior Brand Manager	GlaxoSmithKline	Belgium	testimonial
Market Access Manager	Lundbeck	Denmark
Regional Pricing Manager	Novo Nordisk	Switzerland	testimonial
International Public Policy Manager	Roche	Switzerland
Product Manager	Sandoz	Turkiye
Corporate Affairs Director	Sanofi-Aventis	Lithuania

Programme outline

You are welcome to join us for the welcome coffee at 9:30. The actual programme starts at 10:00 and closing will be no later than 17:00.

Welcome & Introductions

Defining Market Access What do we mean by market access? What does it encompass? Why is market access so important for pharma marketing? Key terminology and definitions What are concerns of market access decision makers? How does market access relate to pricing?

Healthcare Systems in Europe: Commonalities and Differences What parameters / factors distinguish different healthcare systems? Who are the key stakeholders in the different systems? Compare and contrast: Examples from two countries. Implications for market access.

How to Fit Market Access into the Strategic Plan Mapping market access and the relevant stakeholders throughout the brand's lifecycle. How to effectively design a market access plan for your brand. The role of Patient Related Outcomes (e.g. Quality of Life) in creating a market access plan.

Identifying and Presenting Value Messages for Key Stakeholders What is a value message audit? Which kind of message for which stakeholder? The process of a value message audit. The Winding Road to Implementation Organizational Issues. Roles of global / regional / local organizations. How to optimize communication between departments that share similar stakeholders (i.e. clinical research units, health economists, marketing, etc.)

Learning methodology

This faculty is very experienced in leading interactive sessions and will actively engage participants in discussions. In addition, a short case study will be used to illustrate key parts of the theory.

Meet the experts: Lloyd Morgan and Zoë Philips

Lloyd Morgan is the General Manager of Adelphi Group. Lloyd has worked with Adelphi for over 19 years and has experience in communications, outcomes and marketing research. He is a member of Adelphi’s pricing consultancy team. Lloyd originally trained as an accountant and his previous experience included involvement in the European launch of Tenormin when working with AstraZeneca. Lloyd is a member of the Market Research Society

Zoë Philips is a Research Director with Mapi Values. Her role involves the research and assimilation of value data and evidence generation to create communication strategies to achieve optimal market uptake and reimbursement of products. Zoë’s background is in health economics, with specific knowledge of the UK market. She has worked closely with NICE and the NCCHTA program in developing methodology for decision modelling. She has worked as part of the Technology Assessment Review Team from the University of York, where her role involved reviewing and appraising company submissions to NICE and in developing tools to support NICE decisions. Zoë has worked both in academia and pharma industry. She brings direct knowledge of the market access issues facing the industry and of the rapidly developing Heath Technology Assessment requirements of agencies across the globe.

Dates

27 May 2009
26 November 2009

Venue & Accommodation

These courses take place at the Sheraton Airport Hotel & Conference Center which is situated in front of the Brussels National Airport, literally at 2 minutes walking distance from the arrival hall.

Sheraton Brussels Airport Hotel
Brussels National Airport
1930 Zaventem
Belgium
Tel: +32 (0) 2 710 80 00
Fax: +32 (0) 2 710 80 80

We have secured preferential room rates at this five star hotel for our delegates. Registering three weeks or more prior to the course will secure your room at a preferential rate. Upon your registration, you will receive from C.E.L.forpharma a Sheraton Brussels Airport Hotel Accommodation Sheet for you to complete and return by fax. Do not hesitate to contact Marie Stricklesse, Programme Coordinator, if you need assistance in this matter (marie.stricklesse@celforpharma.com ; tel +32(0)27092241)

Registration fee

27 May 2009 Course (ACC-03)		Discount		Price(*)
Registration before 10 April 2009		-20%		1.175 €
Registration after 10 April 2009				1.470 €

26 November 2009 Course (ACC-04)		Discount		Price(*)
Registration before 9 October 2009		-20%		1.175 €
Registration after 9 October 2009				1.470 €

* (excl. VAT)

To register, please go to our online registration form.

Testimonials

"It is good to have a good overview of what market access is / means. All internal stakeholders could attend this training."

Sophie Bocchino, Market Access Director, Sanofi-aventis – France

"I fully recommend The Pharma Market Access Course to have a better understanding of the role of market access within your organisation."

Marta Rubio, Manager Market Analysis, Almirall - Spain

"The program provides a very structured understanding of market access concept integration into strategic development plans. Favourable not only for global but for local perspective as well. "

Jura Smilgaite, Corporate Affairs Director, Sanofi-aventis - Lithuania

"Much better than other events I attended. Very good overall impression. Very good discussion on where market access should be located."

Peter Sajosi, Regional Pricing Manager, Novo Nordisk - Switzerland

"Very useful as an introduction to Market Access! Thanks very much!"

Rhett Cooper, Senior Brand Manager, GSK Biologicals - Belgium

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