The Pharma Pricing Course for Pricing & Marketing Executives
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Gary Johnson
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- One good idea from this course will give you a million times the registration fee in return because you will be able to set better prices for your brand(s)!
- Understand how pricing systems work in key international markets.
- Learn to use the pricing techniques that work well in pharma (and know which ones don’t work in pharma!)
- Understand the mechanics and dynamics of international reference pricing and parallel trade.
- 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.
What sets this course apart?
Gary Johnson is an award-winning expert-trainer who:In this programme:
- 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 to be easy to understand and consistently get very high customer feedback sores.
- 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.
- Delegates leave with a collection of techniques and principles that they can implement easily and immediately.
Who should attend?
Aside from the headquarter-based Pricing Managers, who should have this course on their curriculum, it will be of interest to other 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.
Past participants
Following is a non-exhaustive list of delegate profiles that participated in this course:
Global Brand Team Leader Bayer Schering Germany testimonial General Manager Heel Poland testimonial Head of External Affairs Novartis Italy Business Process Graduate Novo Nordisk Denmark Marketing Director Sanofi-aventis Turkiye Senior Manager Pricing Sanofi-aventis Germany Vice President International Operations Stallergenes France testimonial
Programme outline
On day 1 the course starts at 9:30 with a welcome coffee and ends on day 2 at 16:30
Welcome & General Introduction
The Proven Principles of Good Pricing
- Why pricing experts repeatedly make very poor predictions of how the global pharma market will evolve (they have failed to correctly forecast the impact of managed care, disease management, health economic requirements, the prospects for me-too’s, etc.)
- Learn the alternatives and how and why they work better.
- In particular, learn the simple enduring laws of pharma pricing that persist through all the fads and panics that consume the industry.
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.
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
- Different options for dealing and negotiating with pricing authorities.
- Pricing strategies in free markets vs. regulated markets.
- Non-reimbursed launches when the optimum price is not accepted by authorities.
Learning methodology
This course 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 modelling, 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 "Evidence Based Forecasting for Pharmaceuticals" - the definitive work on forecasting (and influencing) the sales 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
21-22 April 2009
20-21 October 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 80We 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
Discount Price(*) -20% 2.160€ 2.700€
Discount Price(*) -20% 2.160€ 2.700€ * (excl. VAT)
To register, please go to our online registration form.
Testimonials
"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 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 the course. 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