Module 1 will introduce the role of P&MA and value-based pricing, which forms the foundation of any successful commercial strategy. We will start with an introduction to value-based pricing, and managing the value-price-access relationship. From this, you will understand the challenges and complexities associated with pricing and market access strategy in the biopharmaceutical context.

Module 1 will cover Emerging Trends and Technology in Pharmaceuticals:

1.1 Introduction to P&MA

1.2 P&MA Fundamentals: an introduction to an analytical framework

1.3 Supplementary: introduction to the haemophilia B case study

In Module 2, we will explore how to quantify value through Positioning and Value-Based Pricing to effectively plan for successful HTAs. This module will also provide an introduction to health economics within the context of market access and its implications for drug commercialization. Participants will gain the foundational knowledge needed to engage in meaningful discussions with Health Economics and Outcomes Research (HEOR) colleagues in an informed way.

Module 2 will cover Measuring Value through Positioning and Value-Based Pricing:

2.1 P&MA Fundamentals – Value Based Pricing

2.2 Value-Based Pricing & Introduction to Health Economics

2.3 Positioning and Value-Based Price Group Exercise

2.4 Supplementary: Issues of Measuring Value through Health Economics

Module 3 is focused on understanding how stakeholders assess value and the decision-making process for pricing and access. In this session you’ll understand why we need assess each stakeholder’s viewpoint and why an integrated approach is important. As well as assess how to conduct a “stakeholder decision analysis”.

Module 3 will cover Stakeholders & Market Systems:

3.1 Integrated Stakeholder Decision Analysis

3.2 Payer Decision Making & Market Archetypes

3.3 Supplementary: DRG Deep-Dive

In Module 4, we will go through how to balance the multitude of practical considerations when developing a P&MA strategy. Here you will learn how to understand approaches to assessing payer willingness-to-pay. Then we will review methodologies for conducting pricing and market access research with payers.

Module 4 will cover Optimising the P&MA Strategy Part I

4.1 Determining payer willingness-to-pay

4.2 Selecting & designing managed entry agreements

4.3 Supplementary modules

In Module 5, we will go through how to balance the multitude of practical considerations when developing a P&MA strategy. The session will cover how to understand approaches to assessing payer willingness-to-pay. We will also review methodologies for conducting pricing and market access research with payers.

Module 5 will cover Optimising the P&MA Strategy Part II

5.1 Price policies & optimising “gross-to-net”

5.2 Global strategy optimisation

5.3 Supplementary module: Price Policy

In Module 6 we will go through stakeholder engagement to ensure clear value comprehension to drive successful strategy implementation. We will discuss the importance of understanding the environment and payer value drivers early on in the P&MA strategy, and assess corresponding evidence gaps. Then we will discuss typical market-shaping activities.

Module 6 will cover Stakeholder Engagement:

6.1 Crafting the “Value Story”

6.2 Supplementary: Market Shaping

6.3 Negotiation Strategy

In the final session, you will understand the key components of a P&MA “strategic plan”. This will be achieved by our review P&MA objectives across the product lifecycle. Then you’ll understand the key P&MA activities required to achieve the objectives.

Module 7 will cover Lifecycle and Competitive Planning:

7.1 Optimising pricing strategy across indications

7.2 Lifecycle access considerations

7.3 Course summary

We will finished the course with a Moderated Panel Q&A session.