Understanding cost-effectiveness helps you to use a brand’s health economic strengths in a customer-facing role – Understanding the payer’s perspective enables organisations to produce better health-economic evidence and integrate this perspective into external communications – Understanding the contribution of health economics to a brand’s success from early clinical development up to post-launch enables you to contribute to evidence generation wherever you work in a product’s lifecycle.
Grasp the meaning, concepts, terminology, methodologies and research techniques of Real World Evidence (RWE) in the context of optimising Market Access - Know what each stakeholder type expects from RWE, which key data to use and how to develop a successful RWE study – Learn how to incorporate RWE into the product pre-launch process.
Gain confidence by understanding where and how you, as an MSL, add value to a pharma company – Gain business acumen to propel your tactical planning and implementation to higher productivity levels and with more impact on both external and internal stakeholders – Learn best practices and benefit from exchanging experiences with MSLs from other companies.
Understand the drivers of patient health behaviours – Learn how to identify and interpret specific individual drivers of health behaviours – How to apply a framework to design/enhance your support solutions in a way that delivers true personalisation and support for all stakeholders – Learn best practices from real-world case studies
Learn to discover growth levers for your brand from multi-stakeholder insights - Know how to determine and prioritise market segments, and to define and implement a company-wide endorsed value positioning statement - Learn to extract the Critical Success Factors that translate strategy into tactics - Learn to design an agile mix of tactics in a Red Ocean market, and to create a Blue Ocean market
Learn how medical affairs can enhance the commercial success of pharma brands with market insight generation, brand value definition, and HCP/patient engagement – Learn the critical success factors of a competitive medical affairs strategy and of an impactful tactical mix – Get familiar with the fundamentals of health economics and of leadership development.
Learn how to design a digital marketing strategy for your brand, therapeutic area or company that integrates into the whole marketing mix – Grasp the full power and trends of all digital tactics in pharma – Learn how, and when, to select the appropriate tactics, optimise the mix and how to measure their business impact.
Learn to design a digital innovation strategy for Medical Affairs – Grasp the full power and trends of the whole spectrum of digital tactics that affect physicians and patients – Learn how to optimise the mix of tactics and to measure their business impact.
Master the critical success factors of a commercial drug launch: Selecting the right launch type – A structured roadmap – The critical market insights you need to gain in pre-launch phases – Identifying leverage points along the patient journey – Defining and prioritising customer segments - Designing the most effective omni-channel strategy and plan.
Understand the structure of the pharma business development process in the pharma-biotech world – Grasp the terminology, challenges, concepts & tools in each step, from analysis and planning... up to closing and following-up a deal
Learn the evidence-based concepts, models and techniques that work best to forecast the sales of pharmaceuticals – Know how to build Market Access into your forecasts – Learn to distinguish reliable from bad forecasts and how to forecast cost-effectively – Get practice with an Excel-based forecasting tool that integrates all the techniques taught.
Be able to decide on the best deal type for products in R&D – Know what to include in CDAs, MTAs and term sheets – Learn how to prepare product information and how to find potential partners – Know how to calculate the value of your product and optimise the deal structure.
Learn the different payer archetype systems that offer useful patterns in payer decision making and an insightful structure in Europe’s highly fragmented payer landscape – Grasp the structure and know the key stakeholders of the major European healthcare systems – Understand the contribution of other functions in the process of gaining optimal access
Learn and practice in role plays the whole armamentarium of winning strategies, tools, dos & don’ts, tricks & tips in each step of the pharma licensing negotiation process: planning – internal negotiations – making the first contact – term sheet assumptions – resolving issues – contract closure.
Understand the language, the concepts and research techniques in pharmaceutical pricing – Learn how to set prices for optimal access and returns across Market Access systems, payer types and at different times during a product’s lifecycle – Grasp the impact of international reference pricing and parallel trade, and how to deal with these.
Understand key financial and accounting terminology for licensing deals – Anticipate the financial/accounting implications of your decisions when assessing and negotiating licensing deals - Avoid the accounting pitfalls caused by a lack of financial acumen in pharmaceutical licensing.
Learn how to engage patients with multi-channel disease awareness / patient activation campaigns – Know how to support patients in their therapy with multi-stakeholder / multi-channel patient adherence programmes – Understand the critical success factors of a patient-centric organisation – Be able to measure the impact of patient programmes.
Understand the valuation concepts and techniques that are commonly applied in the pharma and biotech world – Know how to assess and calculate the value of a biotech company – Learn how to calculate the value of a pharmaceutical in development and how to structure a licensing deal.
Prepare for patent expiry with a winning LCM plan for established brands – Know which drivers of differentiation can be used – Learn where, when and how to compete in a generic world using late stage LCM strategies & tactics – Learn how to make portfolio management decisions for mature brands.
Understand what HTA really means and the key decision-making processes of HTA in Europe – Learn the optimal HTA process and which criteria for assessment should be applied – Discover multiple solutions for optimising the quality of the evidence.
Learn how to uncover the unmet needs of Key Accounts and to develop patient-centric strategies that drive value for both your account, your company and patients – Know how to utilise KAM tools for discovering new growth opportunities within your Key Accounts – Learn how to set up a KAM plan and to measure KAM success.
Understand the terminology, tools, models and argumentation used in cost-effectiveness studies/articles – Learn to distinguish good from bad ones (from a payer’s perspective) – Know how HECON studies should be integrated into clinical & marketing plans – Understand how payers assess and use HECON evaluations
