A 2-Day Training Course Delivered By
Gary JohnsonSam Johnson

Gary Johnson & Sam Johnson

  • Gary is the founder & Chairman of Inpharmation, Europe’s most respected pharma forecasting & pricing specialist consultancy, and the author of Sales Forecasting for Pharmaceuticals: An Evidence Based Approach and Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals.
  • As Board Director and Head of Research and Development, Sam leads the development of forecasting and pricing technologies at Inpharmation.
  • Gary and Sam have been involved in the pricing and/or forecasting of around half of the new molecular entity launches over the past 5 years.

Learn

  1. The concepts and language of pharma pricing and Market Access that confuse many executives.
  2. A helicopter view of pricing and Market Access systems in some of the largest pharma markets.
  3. Why setting prices and defending prices with health economics are not the same.
  4. How payers respond to your product’s profile: Measuring the strength of clinical profiles.
  5. Evidence-based techniques for getting the most accurate feedback when conducting payer research.
  6. How to analyse past payer behaviour to predict future pricing behaviour.
  7. The international pricing system: Correctly predict its impact on your prices around the globe.
  8. How to implement a pricing and Market Access strategy and what to do when you run into trouble.

Additional Benefits

  • You will leave with a collection of techniques and principles that you can implement immediately.
  • Receive Gary’s book 'Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals'.

 

Why You Should Attend

The Content: The focus is on techniques and approaches that have been proven to work best. Concepts are explained in simple, non-mathematical terms and 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.

The Experts: Gary Johnson is Europe's most respected pharma forecasting & pricing expert and has authored the industry’s most authoritative books on pharma forecasting and pricing. Gary and Sam are respectively the founder & Chairman and the Head of Research and Development at Inpharmation, a specialist consultancy that has been involved in the pricing and/or forecasting of around half of the new molecular entity launches over the past five years.
They have trained 1000s of executives around the world. The 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 How to Price Better than Your Competitors: Essential Insights, Principles & Techniques for Successful Market Access course is the only available public training course delivered by Gary Johnson and Sam Johnson on the topic of pricing.

 

Agenda of the How to Price Better than Your Competitors: Essential Insights, Principles & Techniques for Successful Market Access course

For start and end times, please check Dates & Locations below.
 

Day 1

Welcome & General Introduction (~15 min)

Understand “Pricing Power” and Payer Types (~45 min)

  • Understand what “pricing power” and a “value added product” mean
  • A simple way to recognise if your pharmaceutical has pricing power
  • A taxonomy of the various types of payers around the world
  • Understand key differences amongst the various payer types

Understand the Pricing Terms and Pricing Concepts that Most People in the Pharma Industry Get Wrong (~45 min)

  • Group discussion: Work as a group to try and untangle key pharma pricing terminology and concepts. Then, get back together to share ideas and learn the “right answers”
  • The concepts covered will help you avoid some of the most common mistakes in pharma pricing and market access planning

A Simple But Powerful Scheme to Allow You to Classify National Pricing and Market Access Systems Around the World (~45 min)

  • Helicopter view of the different pricing and market access systems around the world
  • The main types of health technology assessment (HTA) used by payers around the world: economic HTA, clinical HTA and informal HTA
  • Brief overviews of the pricing and market access systems in major countries to illustrate payer and HTA types
Lunch Break

Health Economics: When Does/Can It Inform Pricing Decisions (~1 h 15 min)

  • Brief overview of what health economics is and the main types of health economic analysis
  • How some countries use health economics formally to assess your drug
  • Quick and dirty approaches to estimating the cost-effectiveness of a drug
  • Understand why many countries and payers make little or no use of health economics when pricing pharmaceuticals
  • How and why using health economics to predict prices in these countries can lead to serious mistakes

How to Quantify the Clinical Benefit of Your Product - Learn Whether You Have Pricing Power (~1 h 15 min)

  • Understand the five main clusters of product profile performance using the In.C.A.S.E approach
  • Learn how different payers value different aspects of your product’s profile
  • Understand the pharma industry’s main tool for measuring product attractiveness: conjoint analysis
  • Learn a simple version of conjoint that you can use – even without a survey – to estimate your pricing power

Close

 

Day 2

Why Most Pricing Surveys Mislead, and How to Improve Them (~1 h 15 min)

  • Understand the most common forms of survey questions used in pharma pricing and market access research
  • Learn which techniques have been proven to work
  • Learn which techniques have been proven not to work – but are nevertheless still used

Finding Patterns in Payer Behaviour to Predict Market Access Using Artificial Intelligence, Machine Learning and Econometrics (~1 h 15 min)

  • Sometimes payers’ actions (what they have done in the past) are a better predictor of future behaviour than what they say (in surveys).
  • To make pricing predictions, we have to find strong repeating patterns in payer behaviour
  • How we can find strong repeating patterns in payer behaviour using artificial intelligence, machine learning or econometrics
  • Why we have to distinguish between misleading patterns and real predictive patterns
  • Real examples of using payer behaviour to make good pricing decisions
Lunch break

Understanding the International Pricing System (~45 min)

  • The international pricing environment is a “system”
  • Understand what a system is and why it tends to behave counter-intuitively
  • Learn why trying to impose simplicity on a complex system (by, for example, imposing a ‘pricing corridor’) is not always wise
  • The evolution of international pricing analyses, from intuition through heuristics to systems dynamics models
  • What drives parallel trade

Implementing a Pricing Strategy to Boost the Pricing Maturity of Your Company (~1 h 30 min)

  • How to move up the pricing maturity ladder and what tools are used at the different levels
  • How to manage value delivery throughout the lifecycle of a product with different tactics and models
  • The highest level of pricing maturity: managing pricing linkages

Final Discussion and Wrap-up (~15 min)

Close

>> Click here if you wish to receive the PDF brochure of this course

Learning Methodology

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

One of the most valuable aspects of attending any CELforPharma course is not only being able to have your specific questions answered by a leading expert, but also having the opportunity to share experiences and have in-depth discussions with your international peers.

infoThe typical audience size of our courses ranges from 6 to 20 (max) participants.

Who Should Attend?

  • Market Access executives who want to understand and predict how price affects market access.
  • Newly appointed pricing executives who want to learn the techniques and approaches that have been proven to work best for pharmaceuticals.
  • Pricing managers who want a broad rather than deep review of payer types, price research/modelling techniques, implementation essentials etc. to ensure their inventory of knowledge and techniques are current.
  • Executives from regulatory affairs who want to understand how product labelling affects price.
  • Executives from government affairs who want to understand how real-world budget issues affect pricing.
  • Marketing and commercial executives who want to build pricing and market access into their marketing plans.
  • Health economists who need to understand where economics fits into pricing and market access.
  • Forecasters who want to know how to build market access into their forecasts.
  • Finance executives who need to understand the pharma pricing mechanisms.
  • R&D executives who need to develop clinical profiles for optimal market access and pricing.
  • Strategists and portfolio executives who need a rounded view of a products volume and pricing prospects.

As this course is delivered by Gary Johnson and Sam Johnson of Inpharmation, a leading specialist in evidence based insights for the pharma Industry, executives from other professional service agencies should request approval prior to registering for this course. Please contact Annelies Swaan, Director Business Operations, for more information (aswaan@celforpharma.com, tel +32 (0)2 709 01 42).

 

Past Participants

Below is a non-exhaustive list of past participants who have benefited from attending this course.

 

Job Title

Company

Country

Pricing ManagerAbbottRussian Federation
Global Market Access ManagerAlmirallSpain
Head of Price Management and AnalyticsAmgenSwitzerland
Associate Director Market AccessAstellasNetherlands
Global price and reimbursement directorAstraZenecaSweden
Senior Manager Market Access & HE EMEA Hospital ProductsBaxterSwitzerland
Vice President, Chief of Staff to Head of Europe & CanadaBiogenUnited States of America
Head Market Access & External AffairsBoehringer IngelheimNetherlands
Market Access SpecialistCelgeneSwitzerland
Director Health Care Policy & External Affairs (CEU)CSL BehringGermany
Pricing & Access Intelligence AssociateGaldermaFrance
Global Pricing & Market AccessGileadUnited States of America
Senior Manager Strategic PricingGlaxoSmithKlineBelgium
Head of Market AccessGruenenthalGermany
Business Development ManagerHelsinnSwitzerland
Director Government Affairs EMEAJohnson & JohnsonBelgium
Pricing, Reimbursement and Access ManagerLillySerbia
Health EconomistMerck GroupUnited Kingdom
Manager Pricing & ReimbursementMerck Sharp & DohmeGermany
Director Strategic PlanningNovartisSwitzerland
Field Market Access SpecialistNovo NordiskIslamic Republic of Iran
Pricing and Co-payment LeadPfizerRussian Federation
Global Pricing and Market Access DirectorPierre FabreFrance
Regulatory Affairs ManagerRocheEgypt
Corporate Affairs CoordinatorSanofiTurkey
Director, Pricing and Reimbursement AnalyticsShireSwitzerland
National Market Access ManagerTakedaSwitzerland
Government Affairs ManagerTevaTurkey
International Brand Manager - New ProductsTillotts PharmaSwitzerland
Director Global Market Access - Patient Solutions Team in EpilepsyUCBBelgium
Director, Business Development & LicensingVifor PharmaSwitzerland

 

Testimonials

Dates & Locations

All live online CELforPharma courses are hosted in Zoom.

Our face-to-face courses take place at the Crowne Plaza Brussels Airport (Da Vincilaan 4, 1831 Brussels), a four-star hotel located 5 minutes from Brussels National Airport and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar).
 

  • 10-11 October 2023, face-to-face in Brussels

    Day 1: 10:00 - 17:00 CET (Brussels/Amsterdam/Paris)
    Day 2: 09:00 - 15:30 CET (Brussels/Amsterdam/Paris)
  • 7-8 December 2023, live online

    Day 1: 10:00 - 16:00 CET (Brussels/Amsterdam/Paris)
    Day 2: 10:00 - 16:00 CET (Brussels/Amsterdam/Paris)

 

Hotel Booking Assistance

As part of our strong relationship with the Crowne Plaza Brussels Airport, CELforPharma has secured a discount on the daily room rate for our delegates who book their accommodation via us. Upon your registration, we will assist you to make your hotel booking. For any assistance in this matter please do not hesitate to contact Kealeigh Steel, Senior Programme Coordinator (kealeigh.steel@celforpharma.com, tel +32 (0)2 709 01 45).

Included in the Registration Fee - for the live online course​

  • Access to a small-class (max 20 participants), expert led course in real-time, using an interactive platform for break-out rooms, whiteboard exercises, polling, plenary discussions and chats.
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (by post, so you can make notes during the course).
  • Certificate of attendance signed by the experts and CELforPharma.
  • Book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals” by Gary Johnson.

 

Included in the Registration Fee - for the face-to-face course

  • Participation in a small-class (max 20 participants), expert led face-to-face course with interactive group exercises and plenary discussions. You will have the opportunity to meet the expert(s) and discuss your own projects/issues during the breaks.
  • Course material, which will be provided to you in both digital format (by email) and in hard copy (so you can make notes during the course).
  • Coffee, tea & refreshments during the course.
  • Informal networking lunch.
  • Group dinner in the evening of Day 1.
  • Certificate of attendance signed by the experts and CELforPharma.
  • Book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals” by Gary Johnson.

 

Group Discounts

Team discounts can be offered to 3 or more delegates from the same company.
Contact Annelies Swaan, Director Business Operations, (aswaan@celforpharma.com) for more details.

 

How to Register

  1. Click the "Register Here" button on this page.
  2. Choose a course date, then fill out your personal details and company / invoicing details.
  3. Choose to pay via bank transfer or by credit card (through a secure payment link, which you will receive together with the invoice).
  4. Click "Confirm Registration". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.

For assistance in registering, raising a PO or invoicing, please do not hesitate to contact Kealeigh Steel.
(email: kealeigh.steel@celforpharma.com or call: +32 2 709 01 45)

 

Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.
  • Alternatively, the registrant can transfer once on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course of the same value held within one year of the original course date.

Registration Cancellation

  • Less than 14 days prior to the course date: registrant liable to pay the full invoiced registration fee.
  • Between 15 and 30 days prior to the course date: registrant liable to pay 50% of the invoiced registration fee.
  • More than 30 days prior to the course date: registrant liable to pay a cancellation fee of € 450 per registrant.
  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.

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