Essentials of Pharmaceutical Pricing

By attending this course, you will:

	1	Understand the language, the concepts and difficulties of pricing pharmaceuticals.
	2	Learn about the pricing techniques that work best in pharma (and know which ones do not work in pharma!). Concrete examples are used rather than vague concepts.
	3	Understand the mechanics and dynamics of international reference pricing and parallel trade, and how they impact on decision-making for national markets.
	4	Know how pricing systems work in key international markets.
	5	Leave with a collection of techniques and principles that you can implement easily and immediately.
	6	Gain expert insight and advice from Gary Johnson, a former senior marketing executive in big pharma who built Europe’s most respected pharma forecasting & pricing specialist consulting practice.
	7	Receive Gary’s book Principles of Pharmaceutical Pricing: An Evidence Based Approach, which will be a valuable reference to have with you.

 

What sets the Essentials of Pharmaceutical Pricing course apart?

Gary Johnson is an award-winning expert-trainer who:

• Has consulted for every top 10 pharma company.
• Has forecast for every leading country and major therapy area.
• Is a finalist for the MCA Business Book of the Year Award.
• Is a semi-finalist for the Financial Times Global Business Book of the Year Award.
• Twice won the BHBIA (British Healthcare Business Intelligence Association) best paper award.
• Trained over 700 executives around the world. His presentations are constantly tweaked according to delegate feedback. They have thus evolved over the years so they are easy to understand and consistently get very high customer feedback sores.

In this programme:

• The focus is on techniques and approaches that have been proven to work best.
• Concepts are explained in simple, non-mathematical terms.
• Concrete examples are used rather than vague concepts.
• Since you will mix with a very international audience, you will learn from your peers about pricing & reimbursement systems in their markets.
• Delegates leave with a collection of techniques and principles that they can implement easily and immediately.

Who should attend?

Developing pricing managers will be provided with a tour of the key issues and techniques for pharma pricing.

Expert pricing managers will, of course, be familiar with much of the content, but may find the opportunity to take stock and determine if there are any techniques and issues that require greater focus.

Mid to senior level executives in both global and local organizations in functions such as health economics, marketing, finance, general / BU management and strategic planning will learn the fundamentals of strategic and tactical pricing.

Executives from professional services organizations should request approval from Gary Johnson prior to registering to this course.
Please contact Tanya Petroffa, Office Assistant, Tanya.petroffa@celforpharma.com; tel +32(0)27092107).

Past participants

Below is a non-exhaustive list of executives who participated in the Essentials of Pharmaceutical Pricing course:

International Product Manager – Respiratory	Almirall	Spain
Business Planning & Analysis Senior Manager	Amgen	Germany	testimonial
Global Brand Team Leader	Bayer Schering	Germany	testimonial
Head of CDept Market Access, Pricing & Outcomes Research	Boehringer-Ingelheim	Germany	testimonial
Price Reimbursement & Pharmacoeconomy Manager	Galderma	France	testimonial
Senior Brand Manager	GlaxoSmithKline	France	testimonial
Director Commercial Evaluation of Business Development & Licensing Opportunities	Grünenthal	Germany	testimonial
Head of Health Economics and Pricing	Grünenthal	Germany	testimonial
General Manager	Heel	Poland	testimonial
Manager Pharmacoeconomics and Pricing & Reimbursement	Helsinn	Switzerland
Global HEOR	Intendis	Germany
Healtheconomics Specialist	Janssen-Cilag	Russia	testimonial
Pricing Manager	Merck KGaA	Germany
Head of External Affairs	Novartis	Italy
Pricing Analyst	Novartis	Italy	testimonial
Business Process Graduate	Novo Nordisk	Denmark
Global Public Affairs Adviser	Novo Nordisk	Denmark	testimonial
International Pricing & Market Access Manager	Nycomed	Switzerland	testimonial
Managing Director	Pakhshe Hejrat	Iran	testimonial
Worldwide Market Access Director - Specialty Care	Pfizer	France	testimonial
International Brand Director	Pfizer	UK
Pricing Manager	Pfizer	UK	testimonial
Strategic Marketing Director	Pierre Fabre	France	testimonial
Market Access Director	Pliva	Croatia	testimonial
Operational Pricing Manager	Roche	Switzerland	testimonial
Pricing Manager	Roche	Germany
Sales Support Coordinator	Romastru	Romania
Marketing Director	Sanofi-aventis	Turkiye
Senior Manager Pricing	Sanofi-aventis	Germany
Vice President International Operations	Stallergenes	France	testimonial

Programme outline of the Essentials of Pharmaceutical Pricing course

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

Day 1

Welcome & General Introduction

The Proven Principles of Good Pricing Pricing as the “moment of truth” and why pricing decisions are fundamentally different to all other commercial decisions. Why pricing experts repeatedly make poor predictions of pricing prospects for individual brands and for the industry as a whole. The right approach and mindset to make better pricing decisions. The Language of Pharma Pricing A simple introduction to all the key terms and concepts that you need to understand to function as an effective pricer. For example: the difference between price elasticity and price sensitivity; the difference between parallel trade and re-importation; the difference between price sensitivity and price awareness, etc. Major National Pricing Systems Understand how the pricing systems in key international markets work. In particular, understand the fundamental differences between the European country systems and the US pricing system. Learn if and how this implies different futures for the two regions. Health Economics and Pricing Why conventional health economics models (normative models that suggest how people should behave) are not applicable as price setting models (where you need descriptive models that predict how people actually do behave). How conventional health economic models can be amended so that they are more useful in price setting. Conjoint and Pricing Conjoint is perhaps the most popular survey based technique for price setting. Learn exactly what conjoint is and how it works. Learn why conjoint can deliver biased price estimates and why it probably should not be used alone to set pharma prices. Learn how a conjoint survey can not only predict the price sensitivity of doctors, but also the price sensitivity of payers.

GROUP DINNER Day 2

Other Key Pricing Survey Techniques Learn exactly what the other pricing techniques are (for example: Gabor & Granger and Van Westendorp) and how they work. Learn their biases and how to use them in a context that delivers more accurate price sensitivity estimates.

Econometric Approaches to Pricing Why pricing econometrics that is used in other industries (like fast moving consumer goods) tend not to be applicable to pharmaceuticals. Econometric approaches that work well for pharmaceuticals such as the powerful Exclusion Charts technique.

The International Pricing System Understanding the complexity of the global pricing environment. Why imposing simplicity onto it (such as imposing a ‘pricing corridor’) is not always appropriate – learn why and when to adopt this approach.

International Reference Pricing and Parallel Trade Understand the mechanics and dynamics of international price referencing: who tends to reference whom and using what rules? Understand the mechanics and dynamics of parallel trade. What motivates the parallel traders and how does this allow us to predict the patterns of parallel trade. Understand the differences between cross border trade (for example into the USA) and parallel trade within the European Union, and what this means for the future of cross border trade into the USA. Implementing a Pricing Strategy What payers want. The four “pricing sins” that repeatedly stop pharma companies delivering what payers want. The essence of good negotiation. How not starting pricing activities early enough can guarantee pricing failure. Final Discussion and Wrap-up

Learning methodology

This pricing training for the pharmaceutical industry optimally alternates interactive lectures with paper-based exercises in groups of 3-5 delegates.

Meet the expert: Gary Johnson

As the Founder and Managing Director of Inpharmation, a consultancy specialising in pharma forecasting and pricing, Gary Johnson works with the world's top 10 pharma companies and many more.

Gary is also the expert-trainer on our popular The Pharma Forecasting Course of which you can read testimonials from past participants here.

Prior to founding Inpharmation, Gary spent two decades in the pharma industry holding senior positions, such as General Manager and Head of Global Marketing with a number of major blue-chip pharma companies, including SmithKline Beecham, Fisons and Schwarz. Gary Johnson is a sought-after industry speaker and conference chairman.

Winner of a number of speaking and best paper awards with the EphMRA and the BHBIA, he is the author of "Principles of Pharmaceutical Pricing: An Evidence Based Approach" and "Evidence Based Forecasting for Pharmaceuticals" - the definitive works on pricing and sales forecasting of pharmaceutical products. Other books include "Monkey Business: Why the Way You Manage is a Million Years out of Date" - finalist for the MCA Book Prize.

Dates

• 1-2 March 2012, Brussels
• 24-25 May 2012, Copenhagen
• 18-19 September 2012, Madrid
• 6-7 December 2012, Brussels

Interested in additional dates?
Leave your email address to be kept informed:

Venue & Accommodation

1-2 March 2012, Brussels
6-7 December 2012, Brussels

These courses take place at the Sheraton Airport Hotel & Conference Center which is situated opposite 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 four-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 Sheraton Brussels Airport Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Tanya Petroffa, Office Assistant, if you need assistance in this matter. (Tanya.petroffa@celforpharma.com; tel +32(0)27092107)

24-25 May 2012, Copenhagen

This course takes place at the Hilton Copenhagen Airport Hotel which is directly connected to Terminal 3 by a covered walkway. It is located only 12 minutes' away from the city centre and its top attractions. The metro will take you from the airport to Nørreport Station in central Copenhagen in 15 minutes.

Hilton Copenhagen Airport Hotel
Ellehammersvej 20
2770 Copenhagen
Denmark
Tel: 45-32-501-501  
Fax: 45-32-528-528

We have secured preferential room rates at this 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 Tanya Petroffa, Office Assistant, if you need assistance in this matter. (Tanya.petroffa@celforpharma.com; tel +32(0)27092107)

18-19 September 2012, Madrid

This course takes place at the Hilton Madrid Airport Hotel, which is located just a few minutes away from the Madrid Barajas International Airport and the vibrant city center.

Hilton Madrid Airport Hotel
Avenida de la Hispanidad 2-4
28042 Madrid
Spain
Tel: +34 91 153 40 62
Fax: +34 91 153 40 21

We have secured preferential room rates at this 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 Tanya Petroffa, Office Assistant, if you need assistance in this matter. (Tanya.petroffa@celforpharma.com; tel +32(0)27092107)

Registration fee

1-2 March 2012 Course, Brussels (PRI-12)		Price(*)
Registration after 20 January 2012		€2.970

24-25 May 2012 Course, Copenhagen (PRI-13)		Price(*)
Registration before 6 April 2012		€2.670
Registration after 6 April 2012		€2.970

18-19 September 2012 Course, Madrid (PRI-14)		Price(*)
Registration before 3 August 2012		€2.670
Registration after 3 August 2012		€2.970

6-7 December 2012 Course, Brussels (PRI-15)		Price(*)
Registration before 19 October 2012		€2.670
Registration after 19 October 2012		€2.970

* (VAT excl.)

Group discounts are offered as of 3 or more registrations from the same company.
Do not hesitate to contact Tanya Petroffa, Office Assistant, (Tanya.petroffa@celforpharma.com;
tel +32(0)27092107) for more information.

To register, please go to our online registration form.

Testimonials of the Essentials of Pharmaceutical Pricing course

"The Essentials of Pharmaceutical Pricing course is a great crash course for beginners and a perfect "put-it-all-together" workshop for people already working in the field."

Adam Nosal, Pricing Analyst, Novartis - Italy (May 2011)

"This was a great course! Very impressed by the performance of the trainer who was able to keep us interested for those 2 days."

Tania Tuya, International Pricing & Market Access Manager, Nycomed - Switzerland (May 2011)

"Very good crash course with a good balance between theories/concepts and practical tools … very useful!"

Pierre Roca , Global Public Affairs Adviser, Novo Nordisk - Denmark (May 2011)

“Gary Johnson’s 20+ years of experience were most apparent. His course is full of real examples of what to do or not to do, based on his past experience. I also very much enjoyed his nice and easy-listening presentation style. Very good course!”

Executive from Global Pricing / Market Access department, Top 5 Pharma Company

"Gary is able to articulate his broad knowledge and experience to different levels of participants. This is an exceptionally well planned, delivered and managed course that gave me great insight into the area but also gave practical applications of the theory."

Lewis Pearson, Pricing Manager, Pfizer - UK

"I appreciated the illustrations which helped to introduce complex aspects. The rhythm was perfect, no loss of time, not pushing if we did not understand. The content of this course is concrete and focused."

Isabelle Butet-Sickert, Business Planning & Analysis Senior Manager, Amgen - Germany

"I enjoyed the small group which enabled a lot of interaction. This is a great opportunity to get new knowledge and to reconfirm what I already knew and use in practice."

Sanja Horvatin, Market Access Director, Pliva - Croatia

“I really appreciated this pricing training session with this brilliant trainer who is able to give you a ‘helicopter’ view of key strategic decisions related to pricing. Very useful for marketing people as well.”

Valérie Grange, Senior Brand Manager, GlaxoSmithKline - France

“Excellent overview of this very complex field. Gary Johnson has a great approach to simplify as far as feasible.”

Carsten Stiegelmeier, Director Commercial Evaluation of Business Development & Licensing Opportunities, Grünenthal - Germany

“I really enjoyed Gary Johnson’s pharma pricing course and I truly learnt a lot!”

Mark Holck, Project Leader Commercial Portfolio, Roche – Switzerland

“The Pharma Pricing Course was excellent and Gary Johnson is a first-rate tutor. Recommended.”

Peter Jackson, Commercial Director, LEO-Pharma – UK

“A good course to get started on the basics, language and issues regarding pricing!”

Sabine Latour, Director Pricing & Health Economics, Merck Serono - Switzerland

“The Pharma Pricing Course is a very good introduction into this subject. It gets new market access people introduced quickly, but it is also a good refresher course on the basics for more experienced executives. Gary Johnson is a good speaker and very easy to interact with.“

Eddie Daacke, Head of CDept Market Access, Pricing & Outcomes Research, Boehringer-Ingelheim – Germany

“A superb opportunity to gain an initial exposure to the foundations of pricing. Gary is an outstanding course leader. An excellent investment of my time and I will be able to apply what I learned immediately to my current functions. It would be great to have a pricing 2 workshop!”

David Weinstein, Worldwide Market Access Director - Specialty Care, Pfizer - France

“The pharma pricing programme was very good and I will suggest it to everybody who works in Government or Insurance or in Marketing & Sales in drug companies. Thank you”

Ebrahim Hashemi, Managing Director, Pakhshe Hejrat – Iran

"The Pharma Pricing Course gives an excellent overview of pricing and pricing techniques. This pharma pricing workshop is recommendable for everybody in need to get the big picture."

Rainer Henske, Head of Health Economics and Pricing, Grünenthal – Germany

"Thank you! All pricing managers should benefit from this seminar on how to price pharmaceuticals. Great lecturer, excellent organisation, right audience. Thanks again!"

Denis Andrianov, Healtheconomics Specialist, Janssen-Cilag – Russia

"The Pharma Pricing Course for Pricing & Marketing Executives provides a good overview for marketing people."

Anne Cazorla, Strategic Marketing Director, Pierre Fabre – France

"Gary Johnson is a great speaker with an excellent peer attitude, transmitting his knowledge with charm and easily understood methods on a sophisticated and original manner. Thank you, Gary!"

Zuzana Melekova, Operational Pricing Manager, Roche - Switzerland

"This pricing course gives a clear and fresh view on pricing strategies."

Vincent Rives, Price Reimbursement & Pharmacoeconomy Manager, Galderma – France

"Gary was very interesting! Not only is he an expert, but he is also able to “translate” high level expertise into easy-to-understand training material for this level of participants. In addition, he has the skills to communicate clearly and at a very good pace to an international audience."

Philippe Verez, Vice President International Operations, Stallergenes - France

"Gary’s course providing pricing tools in pharma is a great opportunity to familiarize with the complexity of pharmaceutical pricing models and techniques and getting a good understanding of the importance of various factors, many of which are often omitted in analyses."

Maciek Liberek, General Manager, Heel - Poland

"I really enjoyed this pricing training for the pharma industry. It's been a while since I've been on a course that actually taught me something new and stimulated my thinking."

Samer Lezzaiq, Global Brand Team Leader, Bayer Schering Pharma AG - Germany

Tips & Insights from Gary Johnson

• What do you - as a pharma marketeer - need to know about the four main types of health economic analysis?
• Do you correctly understand Price Elasticity and its implications for pharma marketing?
• Do you know what Mark-up means, as opposed to Margin, and its impact on international pharma pricing dynamics?

 

(Go to top of the Essentials of Pharmaceutical Pricing course page)