FREE EDUCATIONAL WEBINAR
22 September 2026, 13:00 - 13:45 PM CET (*)
Access is often described as a growth driver. In practice, most organisations still treat it as a pricing function, separate from the commercial side of the business. But the real question sits beyond pricing: what can access deliver at the local level, where the actual decisions are made about whether patients receive the right treatment?
Most access strategies break at the same point. CELforPharma faculty member Manoj Sood has spent more than 20 years in global, regional and affiliate access roles and has seen it happen from inside. This 45-minute session focuses on that breaking point, and on two things that make the real difference:
- Segmenting stakeholders by real influence, not by job title
- Measuring access by the value it creates, not the prices it negotiates
By the end, you will be able to identify where your own strategy is most at risk, and understand what it takes to close the gap. And you will leave with a stronger case for access as a strategic capability worth investing in, not a cost to be controlled.
About the expert:
Manoj Sood, expert trainer of The Pharma Commercial Market Access Course, is a senior commercial strategy and market access consultant with over 20 years of experience across global, regional, and affiliate organisations in the life sciences industry.
He has held senior roles at Abbott, Pfizer, Shire, and Novo Nordisk, and currently advises biopharmaceutical companies on pricing strategy, market access frameworks, and commercial capability.
At Novo Nordisk, he developed a proprietary six-step Commercial Market Access Framework adopted across international markets.
He has designed and delivered capability programmes for more than 200 commercial and market access professionals across Europe, applying adult learning principles to build skills that transfer directly into the field.His teaching is grounded in real-world application: he draws on live experience from payer negotiations, managed entry agreements, and cross-functional launch programmes to make every concept immediately actionable.
(*) If you cannot attend the webinar, please note that a recorded playback will be sent to all registrants after the webinar.