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Essentials of Pharmaceutical Pricing
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Gary Johnson
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> Print this pageBy attending this course, you will:
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Understand the language, the concepts and difficulties of pricing pharmaceuticals. | |
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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. | |
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Understand the mechanics and dynamics of international reference pricing and parallel trade, and how they impact on decision-making for national markets. | |
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Be able to group major international markets into categories of pricing systems – and understand which pricing techniques work best for each. | |
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Leave with a collection of techniques and principles that you can implement immediately. | |
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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. | |
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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:In this programme:
- Has consulted for every top 10 pharma company.
- Has forecasted 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 scores.
- 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 Annelies Swaan, Sales Manager, annelies.swaan@celforpharma.com, tel +32 (0)2 709 22 39.
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 Senior Director, Market Access - Europe Astellas UK Global Brand Team Leader Bayer Schering Germany testimonial Head of CDept Market Access, Pricing & Outcomes Research Boehringer-Ingelheim Germany testimonial Manager Pricing Boehringer Ingelheim Germany testimonial Regional Manager EU EVER Neuro Pharm Austria testimonial Price Reimbursement & Pharmacoeconomy Manager Galderma France testimonial Senior Brand Manager GlaxoSmithKline France testimonial Associate Director, Hepatitis B – Commercial Planning & Operations EMEA Gilead UK Director Commercial Evaluation of Business Development & Licensing Opportunities Grünenthal Germany testimonial Head of Health Economics and Pricing Grünenthal Germany testimonial Senior Market Access Manager, Pricing & Reimbursement Gruenenthal 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 Pharmacist - Legal Department Mylan France testimonial 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 Commercial Manager PregLem Switzerland testimonial Market Access & HE Manager Roche Portugal 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 Senior Director Business Development Shire USA testimonial 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 Right Approach
- Pricing is the “moment of truth”: are we marketing a “value added” product or a commodity?
- The pricing techniques that we will use to answer this question vary, depending on the country pricing system and the stage of clinical development.
- Why talking to a small number of “payers” for pricing research rarely produces reliable information.
The Language of Pharma Pricing
- A simple introduction to key terms and concepts that you need to understand to function as an effective pricer or to discuss pricing and pricing research with colleagues and stakeholders.
- The definitions covered will help you avoid some of the most common misconceptions and pricing research mistakes.
Major National Pricing Systems
- Helicopter view of how pricing systems around the world treat “value added” pharmaceuticals fundamentally differently to “commodity pharmaceuticals”.
- Brief overviews of the pricing system in major markets are used to illustrate deep pricing principles that tend to persist through time even as pricing systems evolve and change.
- How countries can be categorized into three main types of pricing system: economic HTA, clinical HTA and informal HTA. This sets the scene for understanding which of the following pricing techniques applies to which countries.
Health Economics and Pricing
- Some countries use health economics formally and you need to predict how they will assess your drug.
- Many countries and payers do not use health economics formally, but behave as though they do.
- To use health economics as pricing research, you need practical ways to estimate
cost-effectiveness thresholds, translate a product’s clinical profile into a single measure of effectiveness and estimate cost impacts.Conjoint and Pricing
- Conjoint is the most popular pricing survey technique used by the pharma industry. Delegates will develop a powerful intuitive understanding of exactly how all conjoint/trade-off techniques work.
- Why conjoint/trade-off techniques used in most pharma pricing studies cannot be expected to provide meaningful pricing analyses.
- The essentials of adapting conjoint research to predict the specifics of pharma markets (with distinct payers, prescriber and patient constituencies).
GROUP DINNER
Day 2
Other Key Pricing Survey Techniques
- Understand why most “direct” pricing questions used in pharma pricing research, generally lack evidence for their effectiveness (or sometimes evidence for their lack of effectiveness!).
- More modern probabilistic approaches have better empirical support and can provide a fuller and more nuanced understanding of how customers will respond to price.
Econometric Approaches to Pricing
- A comprehensive pricing program has to take into account what our customers say (surveys) and what they do (behaviour) – why combining both approaches produces more accurate results.
- Econometrics is a powerful tool for finding patterns in actual behaviour approach, but care has to be taken not to find “phantom” relationships in observational data!
- Why conventional econometrics (e.g. price vs. market-share plots) do not work in pharma pricing.
- How econometrics can be used to analyse payer behavior through the Exclusion Charts methodology.
The International Pricing System
- The international pharma pricing environment viewed as a “system”.
- The counter-intuitive nature of systems and why trying to impose simplicity (by, for example, imposing a ‘pricing corridor’) is not always appropriate.
- The evolution of international pricing analyses, from intuition through heuristics to full models.
- What drives parallel trade and the relationship between price differentials, product size etc. and the level of parallel trade.
Implementing a Pricing Strategy
- The essence of what payers want in order not to view pharmaceuticals as commodities.
- How frequently pharma companies fail to provide the basic payer requirements.
- The problems of not taking action early enough in the development of a pharmaceutical to develop pricing power.
- How a persuasive value proposition for a pharmaceutical is structured and common gaps in the evidence supporting a value proposition.
- The essence of negotiation and patient access schemes as negotiating fall-back positions.
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
- 20-21 June 2013, London
- 23-24 October 2013, Zurich
- 9-10 December 2013, Brussels
Venue & Accommodation
20-21 June 2013, London
This course takes place at the Sofitel London Heathrow Hotel which has direct access to Terminal 5 via a covered walkway and Terminals 1, 2, 3 and Terminal 4 via courtesy Heathrow Express and connect rail connection. The hotel is only 21 minutes from Central London by train.
Sofitel London Heathrow Hotel
Terminal 5
London Heathrow Airport
TW6 2GD London
United Kingdom
Tel: +44 20 87 57 77 77
Fax: +44 20 87 57 77 88We 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 Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)23-24 October 2013, Zurich
This course takes place at the Hilton Zurich Airport Hotel which is located just five minutes from Zurich Kloten Airport with the complimentary shuttle. Zurich’s vibrant city center is located only a fifteen minutes drive away.
Hilton Zurich Airport Hotel
Hohenbuehlstrasse 10
Opfikon-Glattbrugg 8152
Switzerland
Tel: +41 44 828 50 50
Fax: +41 44 828 51 51We 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 Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)9-10 December 2013, Brussels
This course takes 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 27 10 80 00
Fax: +32 27 10 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 Hotel Accommodation Sheet to complete and send back.
Do not hesitate to contact Marie Stricklesse, Senior Programme Coordinator, if you need assistance in this matter. (marie.stricklesse@celforpharma.com; tel +32(0)27092241)
Registration fee
Team discounts are offered as of 3 or more registrations from the same company.
Price(*) €2.970
Price(*) €2.670 €2.970
Price(*) €2.670 €2.970 * (VAT excl.)To register, please go to our online registration form.
Testimonials of the Essentials of Pharmaceutical Pricing course
"Good content, good presentation. Gary is good in interaction and follows up questions. Even difficult topics are logically built up. The course was very well organized and easy going."
Irmgard Hartmann, Regional Manager EU, EVER Neuro Pharma – Austria (February 2013)
"I was very satisfied with this course allowing to be more familiar with the pricing environment!"
Emilie Ruaux, Pharmacist - Legal Department, Mylan – France (December 2012)
“Fantastic course, touched on all the relevant aspects of pricing and expertly dealt with complex issues in a comprehensive manner.”
Andrew Olaye, Senior Market Access Manager, Pricing & Reimbursement, Grünenthal – Germany (September 2012)
"A really practical and well explained course. Gary is both an expert and a great presenter!"
Susan Wood, Senior Director, Market Access - Europe, Astellas - UK (September 2012)
"Very good course with very good presenter. Gary makes complex subjects very easy to understand. This reveals a deep knowledge of the subject. Extremely good communication; simple, clear and objective."
Carla Paixao, Market Access & HE Manager, Roche - Portugal (September 2012)
"The course was well worth the two days and has provided insights which will have practical applications immediately and in the medium term."
Vitor Papao, Associate Director, Hepatitis B – Commercial Planning & Operations EMEA , Gilead - UK (September 2012)
"Very complete overview of what you should think of when developing your pricing strategy."
Matthieu Lehmann, Commercial Manager, PregLem – Switzerland (May 2012)
"Excellent overview delivered in a clear, easy to follow style with good course materials."
Ashley Lawton, Senior Director Business Development, Shire - USA (March 2012)
"The Essentials of Pharmaceutical Pricing course gives you a good overview about the complexity of pharma pricing, e.g. international price referencing or price study techniques. Gary teaches with simple examples that help in better understanding. He is an expert with relevant insights. The course is a good base for my next step, i.e. to learn about the specifics of the German market."
Jens-Christian Augustin, Manager Pricing, Boehringer Ingelheim – Germany (March 2012)
"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?
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