By attending this course, you will:1. Understand how price affects market access throughout a healthcare system and how to set prices for optimal access and returns.2. Learn what constitutes value for different payers and which pricing techniques to deploy across different payer types and at different times in a product’s life cycle.3. Understand how international reference pricing and parallel trade can prevent a product being priced to its true value and how to deal with these.4. Be able to group major international markets into categories of pricing and market access systems – and understand which pricing techniques work best for each.5. Leave with a collection of techniques and principles that you can implement immediately.6. Receive Gary’s book Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals, which will be a valuable reference to have with you.Programme outline:Day 1Principles of Pricing and Market AccessThe Language of Pharma Pricing and Market AccessMajor National Pricing and Market Access SystemsHealth Economics and PricingHow Payers Respond to Your Product’s ProfileDay 2Talking to PayersAnalyzing Payer Behavior to Predict Market AccessThe International Pricing SystemImplementing a Pricing and Market Access Strategy