Essentials of Value Pricing for Successful Market Access
With Gary Johnson & Sam Johnson
Course Details
“Pricing is the moment of truth”, but developing a pricing strategy for optimal market access is difficult.
This is because the mix of payers who determine market access hurdles changes with the country and the setting of care.
Understanding value pricing in pharma’s multi-stakeholder and international environment is therefore critical for pricing executives, and for all functions interacting with key stakeholders in the market access process.
This course will teach you the techniques and approaches that have been proven to work best for value pricing in pharma.
Not only will you have the opportunity to consult directly with experienced pharma pricing experts, but you’ll also engage in meaningful discussions and share experiences with international peers, making this a truly unique learning experience.
Hear directly from Gary why you should attend this course:
I found this course solid, useful, and practical. It is a great way to learn about the latest insights and changes in pricing, gain a macro perspective, and share best practices with others.
Novo Nordisk
Siavash Khazei, Market Access Manager - Iran - March 2025
An overview of payer types and of national pricing & market access systems around the world.
The concepts and language of pharma pricing and market access that confuse many executives.
The difference between setting prices and defending prices with health economics.
Talking to payers using surveys, interviews, and AI to get the most accurate assessment of the achievable price.
Using AI and econometrics to analyse payer behaviour and predict future pricing behaviour.
How to anticipate the impact of the international pricing system on your prices around the globe.
Great overview of the different aspects in pricing. I highly valued the modules on the classification of national pricing and market access systems, on HEOR informing pricing decisions, and on the impact of AI in finding payer behaviours. Thank you!
Blueprint Medicines
Hedwig Silies, Senior Director Pricing & Market Access DACH Nordic Countries Lead - Germany - March 2025
To see the detailed agenda, please submit your details in the form below the table.
Day 1
| Welcome & General Introduction (~15 min) |
| Understand “Pricing Power” and Payer Types (~1 h) |
| Understand the Pricing Terms and Pricing Concepts that Most People in the Pharma Industry Get Wrong (~45 min) |
| A Simple But Powerful Scheme to Allow You to Classify National Pricing and Market Access Systems Around the World (~45 min) |
| Lunch Break |
| Health Economics: When Does/Can It Inform Pricing Decisions (~1 h 30 min) |
| How to Quantify the Clinical Benefit of Your Product - Learn Whether You Have Pricing Power (~1 h 15 min) |
Day 2
| Why Most Pricing Surveys Mislead, and How to Improve Them (~1 h 30 min) |
| Artificial Intelligence and Econometrics for Finding Patterns in Payer Behaviour that Predict Market Access (~1 h 15 min) |
| Lunch Break |
| Understanding the International Pricing System (~45 min) |
| Implementing a Pricing Strategy to Boost the Pricing Maturity of Your Company (~1 h 30 min) |
| Final Discussion and Wrap-up (~15 min) |
To see the detailed agenda, please submit your details in the form below:
Gary Johnson is the Founder & Chairman of Inpharmation, Europe’s pharma specialist consultancy that has been involved in the pricing and/or forecasting of around half of the new molecular entity launches over the past 5 years.
As Board Director and Head of Research and Development, Sam Johnson leads the development of forecasting and pricing technologies at Inpharmation.
Authors of several books, including "Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals" and “The AI Cube: Can we use AI in pharma pricing and forecasting?”.
Gary has been on CELforPharma's faculty since 2007 and Sam joined our faculty in 2021. Their course content has evolved over the years, ensuring it remains up-to-date with new pharma market and technology developments.
I recently attended this training and found it to be very valuable. The course provided comprehensive and broad coverage of the pricing field in the pharmaceutical industry, ensuring all the key topics were thoroughly addressed. The trainers were extremely knowledgeable and patient, always willing to clarify concepts and answer questions. I would definitely recommend it to others in the field.
Tillotts Pharma
Lei Wang, Market Access Manager - Switzerland - December 2024
This 2-day programme will not only benefit pricing executives, but all functions interacting with key stakeholders in the market access process:
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.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Would you like to receive a list of anonymised participant profiles from previous sessions?
Email Annelies Swaan
The average Recommendation Score from participants of the last session was
9,2/10!
Testimonials from past participants:
I found this course solid, useful, and practical. It is a great way to learn about the latest insights and changes in pricing, gain a macro perspective, and share best practices with others.
Novo Nordisk
Siavash Khazei, Market Access Manager - Iran - March 2025
Great overview of the different aspects in pricing. I highly valued the modules on the classification of national pricing and market access systems, on HEOR informing pricing decisions, and on the impact of AI in finding payer behaviours. Thank you!
Blueprint Medicines
Hedwig Silies, Senior Director Pricing & Market Access DACH Nordic Countries Lead - Germany - March 2025
I recently attended this training and found it to be very valuable. The course provided comprehensive and broad coverage of the pricing field in the pharmaceutical industry, ensuring all the key topics were thoroughly addressed. The trainers were extremely knowledgeable and patient, always willing to clarify concepts and answer questions. I would definitely recommend it to others in the field.
Tillotts Pharma
Lei Wang, Market Access Manager - Switzerland - December 2024
Great course to gain essential knowledge on all aspects related to pharma pricing!
MSD
Gert-Jan van Uem, Market Access Manager - The Netherlands - October 2024
This course provides a comprehensive overview while offering sufficient depth in the details. Lots of value stories support the theory and understanding.
Guerbet
Manue Basle, Market Access Specialist - France - October 2024
Great overview of everything related to pricing. The group interaction with the experts really added to the learning experience.
FAES Farma
Laura Blanco, Global Strategic Marketing Manager - Spain - March 2024
I attended this 2-day course and gained many insights within my first weeks in my new position within pricing. In my case, it was useful to get an overview about a wide variety of aspects. Having the opportunity to attend the course face-to-face was key to interact with other professionals and it also triggered discussions around the topics covered in the course. To sum up, recommended also for those initiating their career within pricing.
Daiichi Sankyo
Andrea Gonzalo González, Pricing Manager - Germany - October 2023
This course is a great opportunity to strengthen and expand our knowledge in the pricing and market access area. Listening to Gary and Sam was a wonderful learning experience!
EFPIA
François Bouvy, Executive Director, Economic and Social Affairs - Belgium - October 2023
Good overview of pricing for a two-day course, I have already recommended it as a good introduction to pricing. It really demonstrated how price is a consequence of many factors. Everything was concisely presented & engaging with a good level of participation within the group. This course is useful for someone new to pricing but also comes with practical tips for the more experienced.
Otsuka
Helen Postill, European Pricing Director - United Kingdom - March 2023
In just 2 days, I had the chance to gain valuable insights on pharma pricing and a glimpse into payers' minds. Gary and Sam make sure that everyone can follow even the more complex topics and can leave the course understanding the principles behind pricing decisions - both from a company and payers’ perspective. I will recommend the course to others!
Novartis
Anna Jedrusik, Senior Manager, Public Affairs, Region Europe - Switzerland - December 2022
The course provides a truly great foundation as well as great perspectives to consider, relevant to anyone who is new to pricing, or for those with many years of experience. Gary and Sam were both really great. I sincerely enjoyed the 2 days and honestly wish it had been longer.
MSD
Ian Hincken, Director, Global Market Access - Switzerland - June 2022
Really enjoyed the course! Finally found a course that is applicable to my day-to-day routine.
EMD Serono
Kartik Warikoo, Senior Portfolio Manager - Global Market Access & Pricing - United States - June 2022
Thank you for this course! Gary was able to provide great insights clearly and effectively using his interesting and valuable content. There were really good interactions and open discussions not only with Gary but also with the other attendees, which was a very nice aspect of the course. CELforPharma did a wonderful job and made sure that all instructions were given on time and were clear.
Gilead
Matteo Mussi, Director, Global Value & Access, ACE Mid-Size Markets - Italy - December 2021
The course was so insightful, engaging & interesting. Gary is so knowledgeable and I could listen to him speak all day. I loved the break-out exercises as they gave good opportunities to interact with the other people on the course. CELforPharma were great to work with before and during the course. Genuinely the best training I've ever been on!
Aspen Pharmacare
Samuel Owens, EU Pricing Lead - United Kingdom - December 2021
Excellent course! Gary Johnson is a well-known and talented expert. His knowledge is impressive, and he has demonstrated the ability in the course to explain market access strategies, concepts, methods very well in a digestible format. I really enjoyed the course, and of course I learned a great deal.
Vertex Pharmaceuticals
Celine Ladure, International Marketing Director - United Kingdom - October 2021
Very good course with great interaction during the breakout rooms and full sessions. A fantastic way to get a helicopter view of pricing for pharma managers!
Bio Products Laboratory
Sophie Guerinet, International Business & MA Manager - United Kingdom - October 2021
Gary gave clear and simple explanations of all topics and really brought the theory to life with his own experiences and anecdotes. I appreciated and enjoyed the interactive nature of the course within our small group. Perfect presenting from Gary and perfect service from the CELforPharma coordinator. Many thanks to you both!
Boehringer Ingelheim
Pearl Gumbs, HEOR & Value Lead for CKD Pipeline - Germany - June 2021
This course was fantastic. From the well-organised communications and meeting platform, to the pre-course reading materials, to the actual course content and delivery, this was the best course I have ever attended. The information was extremely valuable and most importantly, actionable for me to bring back to my organisation immediately for implementation.
Cook MyoSite
Jenna Dale, Senior Global Commercial Development Manager - United States - June 2021
Great introduction to pharmaceutical pricing concepts. A required learning for HEOR professionals.
EMD Serono
Vivek Pawar, Executive Director, Global Evidence & Value Development - United States - June 2021
This was an insightful and enjoyable learning course with a great speaker and top level service support from CELforPharma. Each topic covered was excellently presented and I really appreciated the positive interaction and team challenges throughout.
Takeda
Martin Alvarez Fleitas, Global Strategic Pricing Lead - Switzerland - March 2021
Gary is able to share his tremendous experience in simple words and concepts, allowing participants to leave with key learning points they can put into action.
Belpharma
Hugues Haubursin, Head of Alliance - Luxembourg - March 2021
Gary Johnson is a very experienced expert with the highest level of educational and presenting skills. The course content was great and truly met my expectations. I would absolutely recommend this course to others to attend, thanks!
Bayer
Stephan Brehin, PharmD, Associate Director, CDMO Manager - Switzerland - March 2021
30 September-1 October 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 15/08/2025)
2-3 December 2025
Live online (CET timing)
Early bird € 2 670
(Full fee € 2 870)
(until 31/10/2025)
Group Discount:
Team discounts can be offered to 2 or more delegates from the same company.
Email Annelies Swaan, Director Business Operations, for more details.
Information about Locations and Timing:
Live online CET courses take place on Zoom between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time zone).
Live online EST courses take place on Zoom between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-face courses are held in the Crowne Plaza Brussels Airport hotel (Da Vincilaan 4, 1831 Brussels) running from 9 AM to 5 PM CET. We have an agreement with this hotel to offer beneficial room rates.
You will receive all practical details after your registration.
For any questions related to the above, please do not hesitate to email Margherita Mutto or contact her by phone at +32 472 03 11 38 .
How to Register
Click the green "Register" button on the course session of your preference or download the offline version of the registration form here.
The registration wizard will guide you through the personal and company data that we need to process your registration.
You have the choice between 2 payment options:
Payment by credit card. You will not be required to pay immediately, but you will receive a secured payment link together with the invoice.
Payment via bank transfer
Click "Register Now". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.
For assistance with your registration, please email Annelies Swaan or contact her by phone at +32 486 98 52 49.
Included in the Registration Fee:
For live online courses:
Access to a virtual 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 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.
You will receive Gary Johnson’s book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals”.
For face-to-face courses:
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 experts and discuss your own projects/issues during the breaks.
Course material will be provided to you in both digital format (by email) and in hard copy (so you can make notes during the course).
You will receive Gary Johnson’s book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals”.
Opportunities for networking and informal discussions during coffee/tea breaks and lunch.
A group dinner in a nearby restaurant on the evening of day 1.
Certificate of attendance signed by the experts and CELforPharma.
VAT Information
The prices on our website are excluding VAT. Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT.
We are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘a service supplied by electronic means’ by the Belgian VAT administration.
According to Article 56 of the European Union VAT Directive 2006/112, these services supplied by electronic means take place where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
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.
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.
Benefits of CELforPharma’s face-to-face courses:
You have the unique opportunity to interact one-to-one with the expert(s).
Plenty of opportunity for informal one-to-one and group conversations with your international peers to exchange experiences and ideas, to discuss issues and to network.
Face-to-face interactions allow for more depth during Q&As and group work.
You can step away from your daily routine in the office and enjoy a more focused learning experience in a comfortable business hotel environment.
Benefits of CELforPharma’s live online courses:
The formal programme is as impactful as a face-to-face course thanks to the highly interactive format (using breakouts, polls, quizzes …).
No travel & accommodation expenses
You can attend the course from the comfort of your own office or home.
We send you the course materials by post so that you can take notes and fully engage with the course content.
No, if you choose credit card payment, we will send you a secure payment link together with the invoice.
Team discounts can be offered for 2 or more registrations confirmed at the same time. The level of discount will depend on the number of registrations and the availability of seats.
Email Annelies Swaan, Director Business Operations, for more details.
Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘a service supplied by electronic means’ by the Belgian VAT administration.
According to Article 56 of the European Union VAT Directive 2006/112, these services supplied by electronic means take place where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Our face-to-face courses are held in the Crowne Plaza Brussels Airport hotel (Da Vincilaan 4, 1831 Brussels).
We have an agreement with this hotel to offer beneficial room rates. Upon your registration, we will assist you to make your hotel booking.
For any assistance in this matter please do not hesitate to email Margherita Mutto, Course Coordinator, or contact her by phone at +32 472 03 11 38.
We do not record our live online public courses as we want to offer a safe environment for all attendees to share their experiences and freely ask questions.
This way, by participating in our courses, you do not only learn from our expert faculty but also from your international peers in the room.
No, we don't sell the course materials as a stand-alone.
Without the expert's explanation, the exercises and the discussions with other course participants, there is very little value in the slides.
Email Inge Cornelis (Director, Client & Product Projects) to help you choose the course that is best suited.
Yes!
We have helped many managers to set up an in-house training programme for their team.
Email Inge Cornelis (Director, Client & Product Projects) to discuss your team training needs.
Do you have any other questions?
Email Annelies Swaan or call +32 486 98 52 49.
People attending this course are typically also interested in:
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Course Details
Upcoming Session
30 September-1 October 2025, Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 15/08/2025) Prices are excl. VAT
“Pricing is the moment of truth”, but developing a pricing strategy for optimal market access is difficult.
This is because the mix of payers who determine market access hurdles changes with the country and the setting of care.
Understanding value pricing in pharma’s multi-stakeholder and international environment is therefore critical for pricing executives, and for all functions interacting with key stakeholders in the market access process.
This course will teach you the techniques and approaches that have been proven to work best for value pricing in pharma.
Not only will you have the opportunity to consult directly with experienced pharma pricing experts, but you’ll also engage in meaningful discussions and share experiences with international peers, making this a truly unique learning experience.
Hear directly from Gary why you should attend this course:
I found this course solid, useful, and practical. It is a great way to learn about the latest insights and changes in pricing, gain a macro perspective, and share best practices with others.
Novo Nordisk
Siavash Khazei, Market Access Manager - Iran - March 2025
An overview of payer types and of national pricing & market access systems around the world.
The concepts and language of pharma pricing and market access that confuse many executives.
The difference between setting prices and defending prices with health economics.
Talking to payers using surveys, interviews, and AI to get the most accurate assessment of the achievable price.
Using AI and econometrics to analyse payer behaviour and predict future pricing behaviour.
How to anticipate the impact of the international pricing system on your prices around the globe.
Great overview of the different aspects in pricing. I highly valued the modules on the classification of national pricing and market access systems, on HEOR informing pricing decisions, and on the impact of AI in finding payer behaviours. Thank you!
Blueprint Medicines
Hedwig Silies, Senior Director Pricing & Market Access DACH Nordic Countries Lead - Germany - March 2025
To see the detailed agenda, please submit your details in the form below the table.
Day 1
| Welcome & General Introduction (~15 min) |
| Understand “Pricing Power” and Payer Types (~1 h) |
| Understand the Pricing Terms and Pricing Concepts that Most People in the Pharma Industry Get Wrong (~45 min) |
| A Simple But Powerful Scheme to Allow You to Classify National Pricing and Market Access Systems Around the World (~45 min) |
| Lunch Break |
| Health Economics: When Does/Can It Inform Pricing Decisions (~1 h 30 min) |
| How to Quantify the Clinical Benefit of Your Product - Learn Whether You Have Pricing Power (~1 h 15 min) |
Day 2
| Why Most Pricing Surveys Mislead, and How to Improve Them (~1 h 30 min) |
| Artificial Intelligence and Econometrics for Finding Patterns in Payer Behaviour that Predict Market Access (~1 h 15 min) |
| Lunch Break |
| Understanding the International Pricing System (~45 min) |
| Implementing a Pricing Strategy to Boost the Pricing Maturity of Your Company (~1 h 30 min) |
| Final Discussion and Wrap-up (~15 min) |
To see the detailed agenda, please submit your details in the form below:
Gary Johnson is the Founder & Chairman of Inpharmation, Europe’s pharma specialist consultancy that has been involved in the pricing and/or forecasting of around half of the new molecular entity launches over the past 5 years.
As Board Director and Head of Research and Development, Sam Johnson leads the development of forecasting and pricing technologies at Inpharmation.
Authors of several books, including "Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals" and “The AI Cube: Can we use AI in pharma pricing and forecasting?”.
Gary has been on CELforPharma's faculty since 2007 and Sam joined our faculty in 2021. Their course content has evolved over the years, ensuring it remains up-to-date with new pharma market and technology developments.
I recently attended this training and found it to be very valuable. The course provided comprehensive and broad coverage of the pricing field in the pharmaceutical industry, ensuring all the key topics were thoroughly addressed. The trainers were extremely knowledgeable and patient, always willing to clarify concepts and answer questions. I would definitely recommend it to others in the field.
Tillotts Pharma
Lei Wang, Market Access Manager - Switzerland - December 2024
This 2-day programme will not only benefit pricing executives, but all functions interacting with key stakeholders in the market access process:
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.
If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend.
Would you like to receive a list of anonymised participant profiles from previous sessions?
Email Annelies Swaan
The average Recommendation Score from participants of the last session was
9,2/10!
Testimonials from past participants:
I found this course solid, useful, and practical. It is a great way to learn about the latest insights and changes in pricing, gain a macro perspective, and share best practices with others.
Novo Nordisk
Siavash Khazei, Market Access Manager - Iran - March 2025
Great overview of the different aspects in pricing. I highly valued the modules on the classification of national pricing and market access systems, on HEOR informing pricing decisions, and on the impact of AI in finding payer behaviours. Thank you!
Blueprint Medicines
Hedwig Silies, Senior Director Pricing & Market Access DACH Nordic Countries Lead - Germany - March 2025
I recently attended this training and found it to be very valuable. The course provided comprehensive and broad coverage of the pricing field in the pharmaceutical industry, ensuring all the key topics were thoroughly addressed. The trainers were extremely knowledgeable and patient, always willing to clarify concepts and answer questions. I would definitely recommend it to others in the field.
Tillotts Pharma
Lei Wang, Market Access Manager - Switzerland - December 2024
Great course to gain essential knowledge on all aspects related to pharma pricing!
MSD
Gert-Jan van Uem, Market Access Manager - The Netherlands - October 2024
This course provides a comprehensive overview while offering sufficient depth in the details. Lots of value stories support the theory and understanding.
Guerbet
Manue Basle, Market Access Specialist - France - October 2024
Great overview of everything related to pricing. The group interaction with the experts really added to the learning experience.
FAES Farma
Laura Blanco, Global Strategic Marketing Manager - Spain - March 2024
I attended this 2-day course and gained many insights within my first weeks in my new position within pricing. In my case, it was useful to get an overview about a wide variety of aspects. Having the opportunity to attend the course face-to-face was key to interact with other professionals and it also triggered discussions around the topics covered in the course. To sum up, recommended also for those initiating their career within pricing.
Daiichi Sankyo
Andrea Gonzalo González, Pricing Manager - Germany - October 2023
This course is a great opportunity to strengthen and expand our knowledge in the pricing and market access area. Listening to Gary and Sam was a wonderful learning experience!
EFPIA
François Bouvy, Executive Director, Economic and Social Affairs - Belgium - October 2023
Good overview of pricing for a two-day course, I have already recommended it as a good introduction to pricing. It really demonstrated how price is a consequence of many factors. Everything was concisely presented & engaging with a good level of participation within the group. This course is useful for someone new to pricing but also comes with practical tips for the more experienced.
Otsuka
Helen Postill, European Pricing Director - United Kingdom - March 2023
In just 2 days, I had the chance to gain valuable insights on pharma pricing and a glimpse into payers' minds. Gary and Sam make sure that everyone can follow even the more complex topics and can leave the course understanding the principles behind pricing decisions - both from a company and payers’ perspective. I will recommend the course to others!
Novartis
Anna Jedrusik, Senior Manager, Public Affairs, Region Europe - Switzerland - December 2022
The course provides a truly great foundation as well as great perspectives to consider, relevant to anyone who is new to pricing, or for those with many years of experience. Gary and Sam were both really great. I sincerely enjoyed the 2 days and honestly wish it had been longer.
MSD
Ian Hincken, Director, Global Market Access - Switzerland - June 2022
Really enjoyed the course! Finally found a course that is applicable to my day-to-day routine.
EMD Serono
Kartik Warikoo, Senior Portfolio Manager - Global Market Access & Pricing - United States - June 2022
Thank you for this course! Gary was able to provide great insights clearly and effectively using his interesting and valuable content. There were really good interactions and open discussions not only with Gary but also with the other attendees, which was a very nice aspect of the course. CELforPharma did a wonderful job and made sure that all instructions were given on time and were clear.
Gilead
Matteo Mussi, Director, Global Value & Access, ACE Mid-Size Markets - Italy - December 2021
The course was so insightful, engaging & interesting. Gary is so knowledgeable and I could listen to him speak all day. I loved the break-out exercises as they gave good opportunities to interact with the other people on the course. CELforPharma were great to work with before and during the course. Genuinely the best training I've ever been on!
Aspen Pharmacare
Samuel Owens, EU Pricing Lead - United Kingdom - December 2021
Excellent course! Gary Johnson is a well-known and talented expert. His knowledge is impressive, and he has demonstrated the ability in the course to explain market access strategies, concepts, methods very well in a digestible format. I really enjoyed the course, and of course I learned a great deal.
Vertex Pharmaceuticals
Celine Ladure, International Marketing Director - United Kingdom - October 2021
Very good course with great interaction during the breakout rooms and full sessions. A fantastic way to get a helicopter view of pricing for pharma managers!
Bio Products Laboratory
Sophie Guerinet, International Business & MA Manager - United Kingdom - October 2021
Gary gave clear and simple explanations of all topics and really brought the theory to life with his own experiences and anecdotes. I appreciated and enjoyed the interactive nature of the course within our small group. Perfect presenting from Gary and perfect service from the CELforPharma coordinator. Many thanks to you both!
Boehringer Ingelheim
Pearl Gumbs, HEOR & Value Lead for CKD Pipeline - Germany - June 2021
This course was fantastic. From the well-organised communications and meeting platform, to the pre-course reading materials, to the actual course content and delivery, this was the best course I have ever attended. The information was extremely valuable and most importantly, actionable for me to bring back to my organisation immediately for implementation.
Cook MyoSite
Jenna Dale, Senior Global Commercial Development Manager - United States - June 2021
Great introduction to pharmaceutical pricing concepts. A required learning for HEOR professionals.
EMD Serono
Vivek Pawar, Executive Director, Global Evidence & Value Development - United States - June 2021
This was an insightful and enjoyable learning course with a great speaker and top level service support from CELforPharma. Each topic covered was excellently presented and I really appreciated the positive interaction and team challenges throughout.
Takeda
Martin Alvarez Fleitas, Global Strategic Pricing Lead - Switzerland - March 2021
Gary is able to share his tremendous experience in simple words and concepts, allowing participants to leave with key learning points they can put into action.
Belpharma
Hugues Haubursin, Head of Alliance - Luxembourg - March 2021
Gary Johnson is a very experienced expert with the highest level of educational and presenting skills. The course content was great and truly met my expectations. I would absolutely recommend this course to others to attend, thanks!
Bayer
Stephan Brehin, PharmD, Associate Director, CDMO Manager - Switzerland - March 2021
30 September-1 October 2025
Brussels
Early bird € 2 970
(Full fee € 3 370)
(until 15/08/2025)
2-3 December 2025
Live online (CET timing)
Early bird € 2 670
(Full fee € 2 870)
(until 31/10/2025)
Group Discount:
Team discounts can be offered to 2 or more delegates from the same company.
Email Annelies Swaan, Director Business Operations, for more details.
Information about Locations and Timing:
Live online CET courses take place on Zoom between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris time zone).
Live online EST courses take place on Zoom between 8 AM and 4 PM EST (Eastern Standard Time).
Face-to-face courses are held in the Crowne Plaza Brussels Airport hotel (Da Vincilaan 4, 1831 Brussels) running from 9 AM to 5 PM CET. We have an agreement with this hotel to offer beneficial room rates.
You will receive all practical details after your registration.
For any questions related to the above, please do not hesitate to email Margherita Mutto or contact her by phone at +32 472 03 11 38 .
How to Register
Click the green "Register" button on the course session of your preference or download the offline version of the registration form here.
The registration wizard will guide you through the personal and company data that we need to process your registration.
You have the choice between 2 payment options:
Payment by credit card. You will not be required to pay immediately, but you will receive a secured payment link together with the invoice.
Payment via bank transfer
Click "Register Now". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.
For assistance with your registration, please email Annelies Swaan or contact her by phone at +32 486 98 52 49.
Included in the Registration Fee:
For live online courses:
Access to a virtual 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 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.
You will receive Gary Johnson’s book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals”.
For face-to-face courses:
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 experts and discuss your own projects/issues during the breaks.
Course material will be provided to you in both digital format (by email) and in hard copy (so you can make notes during the course).
You will receive Gary Johnson’s book “Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals”.
Opportunities for networking and informal discussions during coffee/tea breaks and lunch.
A group dinner in a nearby restaurant on the evening of day 1.
Certificate of attendance signed by the experts and CELforPharma.
VAT Information
The prices on our website are excluding VAT. Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT.
We are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘a service supplied by electronic means’ by the Belgian VAT administration.
According to Article 56 of the European Union VAT Directive 2006/112, these services supplied by electronic means take place where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
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.
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.
Benefits of CELforPharma’s face-to-face courses:
You have the unique opportunity to interact one-to-one with the expert(s).
Plenty of opportunity for informal one-to-one and group conversations with your international peers to exchange experiences and ideas, to discuss issues and to network.
Face-to-face interactions allow for more depth during Q&As and group work.
You can step away from your daily routine in the office and enjoy a more focused learning experience in a comfortable business hotel environment.
Benefits of CELforPharma’s live online courses:
The formal programme is as impactful as a face-to-face course thanks to the highly interactive format (using breakouts, polls, quizzes …).
No travel & accommodation expenses
You can attend the course from the comfort of your own office or home.
We send you the course materials by post so that you can take notes and fully engage with the course content.
No, if you choose credit card payment, we will send you a secure payment link together with the invoice.
Team discounts can be offered for 2 or more registrations confirmed at the same time. The level of discount will depend on the number of registrations and the availability of seats.
Email Annelies Swaan, Director Business Operations, for more details.
Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT in the following cases:
Face-to-Face public course organised in Belgium
Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.”
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT.
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
Online Public courses - live webinar
Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘a service supplied by electronic means’ by the Belgian VAT administration.
According to Article 56 of the European Union VAT Directive 2006/112, these services supplied by electronic means take place where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Self-Study Programme:
A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.
Our face-to-face courses are held in the Crowne Plaza Brussels Airport hotel (Da Vincilaan 4, 1831 Brussels).
We have an agreement with this hotel to offer beneficial room rates. Upon your registration, we will assist you to make your hotel booking.
For any assistance in this matter please do not hesitate to email Margherita Mutto, Course Coordinator, or contact her by phone at +32 472 03 11 38.
We do not record our live online public courses as we want to offer a safe environment for all attendees to share their experiences and freely ask questions.
This way, by participating in our courses, you do not only learn from our expert faculty but also from your international peers in the room.
No, we don't sell the course materials as a stand-alone.
Without the expert's explanation, the exercises and the discussions with other course participants, there is very little value in the slides.
Email Inge Cornelis (Director, Client & Product Projects) to help you choose the course that is best suited.
Yes!
We have helped many managers to set up an in-house training programme for their team.
Email Inge Cornelis (Director, Client & Product Projects) to discuss your team training needs.
Do you have any other questions?
Email Annelies Swaan or call +32 486 98 52 49.
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