The Pharma Market Access Course

By attending this course, you will:

	1	Grasp the full meaning of Market Access, its importance for optimizing product launches and its implications for the whole organization, from phase II up to post-launch.
	2	Learn to integrate market access concepts into clinical and brand marketing plans.
	3	Have a good understanding of the differences across the healthcare systems in Europe with respect to optimizing market access for your brands.
	4	Gain insight into how stakeholders - and which ones! -  impact on the success of your brand along its lifecycle.
	5	Learn to use the concepts and techniques that have proven to be successful in influencing the market access decision-makers.
	6	Know how to effectively manage the organizational issues from global to local, from medical to marketing, etc.
	7	Gain expert insight and advice from an expert faculty with vast relevant cross-functional and multi-therapeutic experience from both industry and consultancy.

 

What sets The Pharma Market Access Course apart?

The faculty: 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.

The content: 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 Pharma Market Access 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

Below is a non-exhaustive list of delegates who participated in The Pharma Market Access Course:

Country Manager Dermatology Business Line	A&D Pharma	Romania	testimonial
Manager Market Analysis	Almirall	Spain	testimonial
Senior Project Manager	Amgen	Netherlands
Manager Market Access & Maintenance	AstraZeneca	Netherlands
Country Division Head	Bayer Schering Pharma	Romania
European Product Manager	Bayer Schering Pharma	Germany	testimonial
Senior Manager Commercial Operations International	Biogen Idec	Switzerland	testimonial
Senior Director EMEA Customer Marketing & Marketing Operations	Bristol-Myers Squibb	France
Market Access Lead, Oncology	Bristol-Myers Squibb	France
EMEA Senior Director Market Research	Bristol-Myers Squibb	France
Global Medical Marketing Advisor & Market Access Manager	Chiesi	UK	testimonial
Head of New Product Introduction	GlaxoSmithKline	Germany
Senior Brand Manager	GlaxoSmithKline	Belgium	testimonial
VP, Licensing & New Business Development	J&J	Belgium
Market Access Manager	Lundbeck	Denmark
Assoc. Director Strategic Pricing & Market Access	Novartis	Switzerland	testimonial
Regional Pricing Manager	Novo Nordisk	Switzerland	testimonial
International Brand Manager	Nycomed	Denmark	testimonial
International Public Policy Manager	Roche	Switzerland
Product Manager	Sandoz	Turkiye
Marketing Director Temusi	Sanofi-aventis	France	testimonial
Senior Manager Market Access and Pricing	Sanofi-aventis	France
Market Access Director	Sanofi-aventis	France	testimonial
Corporate Affairs Director	Sanofi-aventis	Lithuania	testimonial
Global Patient & Market Insight Associate Manager	UCB	Belgium

Programme outline of The Pharma Market Access Course

On day 1 the course starts at 09:30h with a welcome coffee and ends on day 2 at 16:00h

Day 1

Registration & Welcome coffee Welcome 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? Which are the key stakeholder types in the different systems? Compare and contrast countries. Implications for market access.   Country Systems - UK System Stakeholders Issues/Hot topics Country Systems - Germany System Stakeholders Issues/Hot topics Country Systems - France System Stakeholders Issues/Hot topics Country Systems - Spain System Stakeholders Issues/Hot topics Country Systems - Italy System Stakeholders Issues/Hot topics

GROUP DINNER Day 2

European Changes Health Technology Assessment Price referencing Risk Share agreements Future developments 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 Exercise 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 Building the team Organizational issues. Role of global / regional / local organizations. How to optimize communication between departments that share similar stakeholders (i.e. clinical research units, health economists, marketing, etc.) Closing Remarks

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 Konrad Wallerstein

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 includes involvement in the European launch of Tenormin when working with AstraZeneca. Lloyd is a member of the Market Research Society.

Konrad Wallerstein is based in Adelphi’s Philadelphia office. Konrad has 20 years of experience in working on pricing, reimbursement and market access issues within the industry and as a consultant.  Prior to starting Adelphi Focus, Konrad was Executive Director, Pricing at J&J PGSM HE&P, leader of the Public Policy practice at Cambridge Pharma Consultants, where he also devised and implemented PharmaQuery (an international on-line information resource, newsletter and consultative service dedicated to market access systems and issues), and a founding director of REMIT (one of the first consultancies to focus on the economic and commercial aspects of pharmaceuticals, for the industry, trade associations, governments and the European Commission).

Dates

19-20 October 2010

Interested in future dates?
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Venue & Accommodation

This course takes place at the Hotel Le Méridien Bruxelles which is situated opposite Brussels Central Station.

Le Méridien Bruxelles
Carrefour de l’Europe 3
1000 Brussels
Belgium
Tel : +32 2 548 42 11
Fax : +32 2 548 40 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, C.E.L.forpharma will send you a Hotel Accommodation Sheet to complete and send back.
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

19-20 October 2010 Course (ACC-06)		Price(*)
Registration before 3 September 2010		€2.450
Registration after 3 September 2010		€2.850

* (VAT excl.)

Group discounts are offered as of 3 or more registrations from the same company.
Please contact  Marie Stricklesse (+32 2 709 22 41 or marie.stricklesse@celforpharma.com) for more information.

To register, please go to our online registration form.

Testimonials of The Pharma Market Access Course

“Excellent course for a marketeer who has a new product to launch.”

Nini Liu-Péré, Global Brand Leader, Ipsen – France

“The Pharma Market Access Course is a very good and unique course, the speakers are experts with obvious experience.”

Sherif Abaza, Market Access & Governmental Affairs Manager, Novartis - Egypt

“Lloyd Morgan and Konrad Wallerstein make for a very strong faculty gifted with a superior level of knowledge on optimizing pharma market access. Many thanks!”

Ulf Ericsson, International Brand Manager, Nycomed - Denmark

“The Pharma Market Access course by C.E.L.forpharma in Brussels was a high quality training event facilitated by true experts with a down-to-earth approach. Lots of  structured information … and the chance to learn from the presenters as well as from other participants  either through interesting questions or through the workshop interactions.”

Cornelia Rendler, Senior Manager Commercial Operations International, Biogen Idec – Switzerland

“The Pharma Market Access Course is extremely useful for marketing executives who want to understand more about the key elements to take into account to build an access strategy and to get a very complete and understandable view of the HC systems in the top 5 European countries. The level of expertise of the speakers is very high!”

Virginie Berel, Marketing Director Temusi, Sanofi-aventis - France

"The Pharma Market Access Course helped greatly to accelerate my learning curve journey!"

Shishir Patel, Global Medical Marketing Advisor & Market Access Manager, Chiesi – UK

“This was an excellent course for those new to European health systems. The Pharma Market Access Course should be mandatory for everyone touching payer related issues!”

Eric Peress, Assoc. Director Strategic Pricing & Market Access, Novartis – Switzerland

"Professional environment, highly experienced lectors and a lot of relevant examples."

Catalin Radu, Country Division Head, Bayer Schering Pharma – Romania

"The Pharma Market Access Course provides those who are new to Health Economics and Market Access with comprehensive yet easy to understand content on market access. This course is enriched with exercises and real pharma cases. Thank you!"

Dalya Heper, European Product Manager, Bayer Schering Pharma – Germany

"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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