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.


  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 Value Pricing for Optimising 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 Value Pricing for Optimising Market Access course

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

Day 1

Welcome & General Introduction (~15 min)

Principles of Pricing and Market Access (~45 min)

  • Pricing is the “moment of truth”: are we marketing a “value added” product (which means we can "value price") or a commodity (in which case we are at the mercy of payers)?
  • The pricing techniques that we will use to answer this question vary, depending on the country pricing system and the stage of clinical development
  • There is no such thing as “the payer”. The different types of payers and their hierarchy
  • Why talking to a small number of “payers” for pricing research rarely produces reliable information

The Language of Pharma Pricing and Market Access (~45 min)

  • Group discussion: Key terms and concepts that you need to understand to function as an effective pricer or to discuss pricing and pricing research with colleagues and stakeholders 
  • The definitions covered will help you avoid some of the most common misconceptions and mistakes in pricing and market access planning

Major National Pricing and Market Access Systems (~45 min)

  • Helicopter view of how pricing and market access systems around the world treat “value added” pharmaceuticals (and why this is fundamentally different to the way they treat “commodity pharmaceuticals”)
  • Brief overviews of the pricing and market access systems in major markets are used to illustrate fundamental pricing principles that tend to persist through time even as pricing systems evolve and change
  • How countries can be categorised into three main types of pricing system: economic HTA, clinical HTA and informal HTA. This sets the scene for understanding which of the following pricing techniques applies to which countries
Lunch Break

Health Economics and Pricing (~1 h 15 min)

  • Some countries use health economics formally and you need to predict how they will assess your drug
  • Many countries and payers do not use health economics formally, but behave as though they do
  • To use health economics as pricing research, you need practical ways to estimate cost-effectiveness thresholds, translate a product’s clinical profile into a single measure of effectiveness and estimate cost impacts

How Payers Respond to Your Product’s Profile (~1 h 15 min)

  • Understand the five main clusters of product profile performance using the In.C.A.S.E approach
  • Understand how different payers place different levels of performance on different aspects of your product’s profile
  • Understand the most popular pricing market research technique – conjoint analysis. Conjoint is the most popular pricing survey technique used by the pharma industry. Delegates will develop a powerful intuitive understanding of exactly how all conjoint/trade-off techniques work
  • Discover why “generic” conjoint (developed to research markets from cars to cola) does not work with pharma payers – and how conjoint must be adapted to produce powerful insight
  • Exercise: "Build your own simple conjoint-type model to estimate how much pricing power your product has"



Day 2

Talking to Payers (~1 h 15 min)

  • Understand why most “direct” pricing questions used in pharma pricing research generally lack evidence for their effectiveness (or sometimes evidence for their lack of effectiveness!)
  • More modern probabilistic approaches have better empirical support and can provide a fuller and more nuanced understanding of how different levels of payer will respond to price
  • Learn the ONE key factor that explains most of the measures payers say they will take in response to higher prices
  • Understand how the results of pricing and market access research should be built into forecasts
  • Exercise: "Build your own survey-based price-demand curve and estimate optimal revenues"

Analysing Payer Behaviour to Predict Market Access (~1 h 15 min)

  • A full review of pricing and market access prospects has to take past payer behaviour into account. Relying on what payers SAY they will do in the future can be very dangerous
  • Econometrics is a powerful tool for finding patterns in actual behaviour, but care has to be taken not to find “phantom” relationships in observational data!
  • Why conventional econometrics (e.g. price vs. market-share plots) do not work in pharma pricing
  • How econometrics can be used to analyse payer behaviour through the Exclusion Charts methodology
Lunch break

The International Pricing System (~45 min)

  • Ideally a pharma company will price “to value” in each individual country. However, the interactions between country prices make this impossible
  • The international pharma pricing environment viewed as a “system”
  • The counter-intuitive nature of systems and why trying to impose simplicity (by, for example, imposing a ‘pricing corridor’) is not always appropriate
  • The evolution of international pricing analyses, from intuition through heuristics to full models
  • What drives parallel trade and the relationship between price differentials, product size etc. and the level of parallel trade

Implementing – What is the Maturity Level 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)


>> 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.
  • Experienced 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



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



Dates & Locations

All live online CELforPharma courses are hosted in Zoom.

Our face-to-face courses take place at the Courtyard Marriott Brussels Hotel (Avenue des Olympiades 6, 1140 Brussels, Belgium), a top-class business hotel which is located 15 minutes from Brussels National Airport by complimentary hotel shuttle or taxi and 30 minutes by taxi from Brussels South train station (Thalys, TGV, Eurostar).​​​​

  • 6-7 December 2022, live online

    Day 1: 10:00 - 16:00 CET (Brussels/Amsterdam/Paris)
    Day 2: 10:00 - 16:00 CET (Brussels/Amsterdam/Paris)
  • 16-17 March 2023, live online

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

Having built a strong relationship with the Courtyard Marriott Brussels Hotel, CELforPharma has secured preferential room rates for our delegates who book their accommodation three weeks or more prior to the course. Upon your registration, we will help you 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.
  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 at no extra cost, until 3 weeks prior to the event, to another course 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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