Dr. Stefan Walzer

The Healthcare Payer Negotiations Course

With Dr Stefan Walzer

Course Details

THE CONTENT

For professionals working in market access, strong negotiation skills are key to engaging effectively with payers and securing outcomes that support both patient access and your company’s strategic goals.

This one-day course is designed to address the specific complexities of healthcare payer negotiations. Grounded in real-world pharma experience, it will strengthen your ability to navigate payer negotiations with clarity, confidence, and impact.

Through a combination of structured guidance, scenario-based exercises, and expert insights, the course equips you with the tools to adopt a collaborative, strategic, and effective negotiation approach.


THE EXPERT

Dr Stefan Walzer is a recognised expert in healthcare market access and payer negotiation strategy.

  • He is the founder and CEO of MArS Market Access & Pricing Strategy GmbH, a niche consultancy that focuses on optimising market access, pricing strategies, and reimbursement processes. He has been teaching market access and negotiations since 2012 and developed AI-based systems and tools to empower market access negotiators.

  • Stefan has held pivotal roles, including Global Payer Strategy Leader at F. Hoffmann–La Roche AG. He is the author of over 40 peer-reviewed articles and more than 400 abstracts.

  • He holds a PhD in Health Economics from the University of Zurich, along with degrees from the University of Tübingen and the London School of Hygiene & Tropical Medicine.


THE AUDIENCE & INTERACTIVE LEARNING FORMAT

This course is purposely designed for professionals in market access and related roles who engage with healthcare payers. 

Whether you are preparing for your first negotiation or looking to improve or refine your current approach, the course provides a practical and supportive environment for learning.

You will benefit from:

  • Peer learning from international colleagues from other pharma companies facing similar challenges

  • Interactive group exercises and real-world negotiation scenarios

  • Expert feedback tailored to your performance

     

  1. Understand core negotiation principles and styles: Gain foundational knowledge of what negotiation entails and how to navigate different negotiation styles.

  2. Develop and apply a structured negotiation strategy: Learn to define clear goals, build strong BATNAs/ZOPAs, and use tactical tools to manage objections and maintain dialogue.

  3. Tailor negotiation approaches to healthcare payer contexts: Explore the specific dynamics of healthcare negotiations.

  4. Challenge common payer negotiation myths and biases: Identify and dismantle misconceptions about payer negotiations while learning to foster empathy and understanding.

  5. Practise and refine negotiation skills through real-world exercises: Collaborate on case-based simulations involving pharma products to create and execute negotiation strategies.
     

Course agenda

 

 

 

 

Welcome & Introductions (~30 min)
Negotiation Fundamentals (~30 min)
  • What is a negotiation?
  • Aim for a collaborative negotiation!
  • The different negotiation styles and how to deal with them in a collaborative negotiation setting:
    • The blocker (“defence”)
    • The pusher (“running back”)
    • The strategic mover (“quarterback”)
    •  …
Developing an Effective Negotiation Strategy (~1 h)
  • Preparing for success
    • Defining goals and objectives
    • Developing BATNAs and ZOPAs for all stakeholders involved
    • Understanding the drivers of the other side
  • Planning the tactical approaches you will use
    • Framing
    • Silence & pauses
    • Concessions
    • Time pressure
    • Reciprocity
  • Be prepared to handle objections
    • Common objectives & structured responses
    • Emotional control & active listening
    • Reframing tough questions
    • Keeping the dialogue open
Planning and Preparing the Healthcare Payer Negotiation Process (~30 min)
  • What are the specifics of negotiations in healthcare?
  • Which settings exist (telephone, virtual, in-person, written, mix)  
  • Using scenario planning to be optimally prepared
  • Re-think!
Payer Negotiation Strategy Exercise (~45 min)

Participants will be divided into groups of three and work in break-out rooms. Each group will develop negotiation strategies for different negotiation styles for the following scenarios:

  • Scenario 1: A pharmaceutical company prepares a price negotiation for a new therapy in renal cell carcinoma. The scenario will be based on the sunitinib paper by Motzer et al. 2007. 
  • Scenario 2: A pharmaceutical company wants to negotiate the price of a new ATMP. The scenario will be based on the original EMA and FDA approvals for Kymriah®.

For each scenario, a product profile will be handed out to participants, including mode of administration, dosing, number of patients, suggested price range, and clinical data.

You will learn from the feedback you will get from both expert and peers. In addition, the expert will present his recommendations.

Lunch Break
Dismantling Myth No. 1 in Healthcare Payer Negotiations: “The Other Side is the Enemy!” (~30 min)
  • Typical industry and payer thoughts when tribe thinking is dominant
  • How to change my own mindset towards the “other side”
  • Strategies to overcome “tribe” thinking and traps in negotiations
  • Strategies to (still) re-think
Dismantling Myth No. 2 in Healthcare Payer Negotiations: “The Other Side Always Lies!” (~30 min)
  • Why health technology and benefit assessment matter
  • Questioning techniques
  • Understanding the rationale behind behaviours and offers
  • Recap/Questions
Interactive Payer Negotiation Exercise (~2 h)

Building on the earlier Payer Negotiation Strategy Exercise, each group will first prepare the negotiation for each scenario.

Each group will then implement the negotiation with the expert as the payer at the other side, and with the other participants having the opportunity to contribute at the payer side.

After each negotiation round, the expert will deliver a rating for how the group performed, along with his recommendations.

Wrap-up Discussion and Final Q&A (~15 min)

 

Download Brochure

 

Complete the below form to download the full course brochure. It outlines the detailed agenda, learning outcomes, expert info and some testimonials from past participants.

 

 

UPCOMING DATES & FORMATS - FEES

26 November 2025

Live online (CET timing)

Early bird € 1 470

(until 24/10/2025)

(Full fee € 1 670)

 


TIMING & LOCATION

  • Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).

  • Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard Time).

  • Face-to-Face: Held at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), between 9 AM and 5 PM CET. Preferential hotel rates available for participants.

All practical details will be shared upon registration. For any questions, please contact Margherita Mutto or call +32 472 03 11 38 .

 

GROUP DISCOUNTS

Team discounts can be offered to 2 or more delegates from the same company.

Email Annelies Swaan, Director Business Operations, for more details. 

 

HOW TO REGISTER

  • Click the green “Register” button on your preferred course session.
    The registration wizard will guide you through the process.

  • Alternatively, download the offline registration form and send the completed form to Annelies Swaan.

 

PAYMENT OPTIONS

  • Credit Card: You’ll receive a secure payment link with your invoice (no immediate payment required).

  • Bank Transfer: Details provided with your invoice.

For help with registration, email Annelies Swaan or contact her by phone at +32 486 98 52 49.

 

INCLUDED IN THE REGISTRATION FEE

  • Access to a highly interactive, small-group online course (max 20 participants)

  • Course materials in both digital and hard copy format

  • Certificate of attendance signed by the experts and CELforPharma

 

VAT INFORMATION

Prices exclude VAT. VAT application depends on course format and your location:

  • Face-to-Face in Belgium: 21% Belgian VAT applies

  • Live online courses & self-study programme: The applicable VAT depends on your invoicing address. Contact your local VAT office for refund procedures where applicable.

 

TRANSFER & CANCELLATION POLICY

Flexible Transfer

If a registrant is unable to attend the scheduled course, they can avoid any cancellation charges by providing a suitable replacement participant.

Alternatively, the registrant may transfer once, on a 'space-available' basis and at no extra cost, to another course of the same value held within one year of the original course date, provided this is done at least three weeks prior to the event.

Registration Cancellation

  • Less than 14 days prior to the course date: The registrant is liable to pay the full invoiced registration fee.

  • Between 15 and 30 days prior to the course date: The registrant is liable to pay 50% of the invoiced registration fee.

  • More than 30 days prior to the course date: The registrant is liable to pay a cancellation fee of € 450 per registrant.

If a registrant postpones their participation to a future course and subsequently cancels again, no refund will be issued for the registration fees.
 

People attending this course are typically also interested in: 

Do you want to upskill your team?

We can organise this training in-company (face-to-face or live online) and customise it to your specific focus and needs.

Fill in the below form and Inge Cornelis, Director of Client & Product Projects, will contact you with further information.
 

Course Details

Dates & Locations

26 November 2025

Live online (CET timing)

Register

Upcoming Session

26 November 2025, Live online (CET timing)

Early bird € 1 470

(until 24/10/2025)

 (Full fee € 1 670)

Prices are excl. VAT

THE CONTENT

For professionals working in market access, strong negotiation skills are key to engaging effectively with payers and securing outcomes that support both patient access and your company’s strategic goals.

This one-day course is designed to address the specific complexities of healthcare payer negotiations. Grounded in real-world pharma experience, it will strengthen your ability to navigate payer negotiations with clarity, confidence, and impact.

Through a combination of structured guidance, scenario-based exercises, and expert insights, the course equips you with the tools to adopt a collaborative, strategic, and effective negotiation approach.


THE EXPERT

Dr Stefan Walzer is a recognised expert in healthcare market access and payer negotiation strategy.

  • He is the founder and CEO of MArS Market Access & Pricing Strategy GmbH, a niche consultancy that focuses on optimising market access, pricing strategies, and reimbursement processes. He has been teaching market access and negotiations since 2012 and developed AI-based systems and tools to empower market access negotiators.

  • Stefan has held pivotal roles, including Global Payer Strategy Leader at F. Hoffmann–La Roche AG. He is the author of over 40 peer-reviewed articles and more than 400 abstracts.

  • He holds a PhD in Health Economics from the University of Zurich, along with degrees from the University of Tübingen and the London School of Hygiene & Tropical Medicine.


THE AUDIENCE & INTERACTIVE LEARNING FORMAT

This course is purposely designed for professionals in market access and related roles who engage with healthcare payers. 

Whether you are preparing for your first negotiation or looking to improve or refine your current approach, the course provides a practical and supportive environment for learning.

You will benefit from:

  • Peer learning from international colleagues from other pharma companies facing similar challenges

  • Interactive group exercises and real-world negotiation scenarios

  • Expert feedback tailored to your performance

     

  1. Understand core negotiation principles and styles: Gain foundational knowledge of what negotiation entails and how to navigate different negotiation styles.

  2. Develop and apply a structured negotiation strategy: Learn to define clear goals, build strong BATNAs/ZOPAs, and use tactical tools to manage objections and maintain dialogue.

  3. Tailor negotiation approaches to healthcare payer contexts: Explore the specific dynamics of healthcare negotiations.

  4. Challenge common payer negotiation myths and biases: Identify and dismantle misconceptions about payer negotiations while learning to foster empathy and understanding.

  5. Practise and refine negotiation skills through real-world exercises: Collaborate on case-based simulations involving pharma products to create and execute negotiation strategies.
     

Course agenda

 

 

 

 

Welcome & Introductions (~30 min)
Negotiation Fundamentals (~30 min)
  • What is a negotiation?
  • Aim for a collaborative negotiation!
  • The different negotiation styles and how to deal with them in a collaborative negotiation setting:
    • The blocker (“defence”)
    • The pusher (“running back”)
    • The strategic mover (“quarterback”)
    •  …
Developing an Effective Negotiation Strategy (~1 h)
  • Preparing for success
    • Defining goals and objectives
    • Developing BATNAs and ZOPAs for all stakeholders involved
    • Understanding the drivers of the other side
  • Planning the tactical approaches you will use
    • Framing
    • Silence & pauses
    • Concessions
    • Time pressure
    • Reciprocity
  • Be prepared to handle objections
    • Common objectives & structured responses
    • Emotional control & active listening
    • Reframing tough questions
    • Keeping the dialogue open
Planning and Preparing the Healthcare Payer Negotiation Process (~30 min)
  • What are the specifics of negotiations in healthcare?
  • Which settings exist (telephone, virtual, in-person, written, mix)  
  • Using scenario planning to be optimally prepared
  • Re-think!
Payer Negotiation Strategy Exercise (~45 min)

Participants will be divided into groups of three and work in break-out rooms. Each group will develop negotiation strategies for different negotiation styles for the following scenarios:

  • Scenario 1: A pharmaceutical company prepares a price negotiation for a new therapy in renal cell carcinoma. The scenario will be based on the sunitinib paper by Motzer et al. 2007. 
  • Scenario 2: A pharmaceutical company wants to negotiate the price of a new ATMP. The scenario will be based on the original EMA and FDA approvals for Kymriah®.

For each scenario, a product profile will be handed out to participants, including mode of administration, dosing, number of patients, suggested price range, and clinical data.

You will learn from the feedback you will get from both expert and peers. In addition, the expert will present his recommendations.

Lunch Break
Dismantling Myth No. 1 in Healthcare Payer Negotiations: “The Other Side is the Enemy!” (~30 min)
  • Typical industry and payer thoughts when tribe thinking is dominant
  • How to change my own mindset towards the “other side”
  • Strategies to overcome “tribe” thinking and traps in negotiations
  • Strategies to (still) re-think
Dismantling Myth No. 2 in Healthcare Payer Negotiations: “The Other Side Always Lies!” (~30 min)
  • Why health technology and benefit assessment matter
  • Questioning techniques
  • Understanding the rationale behind behaviours and offers
  • Recap/Questions
Interactive Payer Negotiation Exercise (~2 h)

Building on the earlier Payer Negotiation Strategy Exercise, each group will first prepare the negotiation for each scenario.

Each group will then implement the negotiation with the expert as the payer at the other side, and with the other participants having the opportunity to contribute at the payer side.

After each negotiation round, the expert will deliver a rating for how the group performed, along with his recommendations.

Wrap-up Discussion and Final Q&A (~15 min)

 

Download Brochure

 

Complete the below form to download the full course brochure. It outlines the detailed agenda, learning outcomes, expert info and some testimonials from past participants.

 

 

UPCOMING DATES & FORMATS - FEES

26 November 2025

Live online (CET timing)

Early bird € 1 470

(until 24/10/2025)

(Full fee € 1 670)

 


TIMING & LOCATION

  • Live Online (CET): Zoom sessions between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time).

  • Live Online (EST): Zoom sessions between 8 AM and 4 PM EST (Eastern Standard Time).

  • Face-to-Face: Held at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), between 9 AM and 5 PM CET. Preferential hotel rates available for participants.

All practical details will be shared upon registration. For any questions, please contact Margherita Mutto or call +32 472 03 11 38 .

 

GROUP DISCOUNTS

Team discounts can be offered to 2 or more delegates from the same company.

Email Annelies Swaan, Director Business Operations, for more details. 

 

HOW TO REGISTER

  • Click the green “Register” button on your preferred course session.
    The registration wizard will guide you through the process.

  • Alternatively, download the offline registration form and send the completed form to Annelies Swaan.

 

PAYMENT OPTIONS

  • Credit Card: You’ll receive a secure payment link with your invoice (no immediate payment required).

  • Bank Transfer: Details provided with your invoice.

For help with registration, email Annelies Swaan or contact her by phone at +32 486 98 52 49.

 

INCLUDED IN THE REGISTRATION FEE

  • Access to a highly interactive, small-group online course (max 20 participants)

  • Course materials in both digital and hard copy format

  • Certificate of attendance signed by the experts and CELforPharma

 

VAT INFORMATION

Prices exclude VAT. VAT application depends on course format and your location:

  • Face-to-Face in Belgium: 21% Belgian VAT applies

  • Live online courses & self-study programme: The applicable VAT depends on your invoicing address. Contact your local VAT office for refund procedures where applicable.

 

TRANSFER & CANCELLATION POLICY

Flexible Transfer

If a registrant is unable to attend the scheduled course, they can avoid any cancellation charges by providing a suitable replacement participant.

Alternatively, the registrant may transfer once, on a 'space-available' basis and at no extra cost, to another course of the same value held within one year of the original course date, provided this is done at least three weeks prior to the event.

Registration Cancellation

  • Less than 14 days prior to the course date: The registrant is liable to pay the full invoiced registration fee.

  • Between 15 and 30 days prior to the course date: The registrant is liable to pay 50% of the invoiced registration fee.

  • More than 30 days prior to the course date: The registrant is liable to pay a cancellation fee of € 450 per registrant.

If a registrant postpones their participation to a future course and subsequently cancels again, no refund will be issued for the registration fees.
 

Do you want to upskill your team?

We can organise this training in-company (face-to-face or live online) and customise it to your specific focus and needs.

Fill in the below form and Inge Cornelis, Director of Client & Product Projects, will contact you with further information.
 

Dates & Locations

26 November 2025

Live online (CET timing)

Register