Market Access for Pharmaceutical Products – trends and challenges
Learn and discuss with international experts on market access. Develop the market access strategy that best responds to the demands of ever changing political settings, healthcare systems and emerging key influential institutions.
In the competitive world of pharmaceutical sales, understanding the diverse payer, regulators and technical bodies’ landscape and how to inform decision makers - is at the top of the agenda. The recurrent economic budget restrictions in health care, new ways of healthcare management and general demographic changes (aging population) coupled with newer and more expensive drugs have contributed to bigger hurdles in securing market access. Health care decision makers around the world search for the ideal way to manage the health care systems in order to meet the needs of the population and optimize the use of resources. Decisions on reimbursement of medicines are now increasingly made on cost-effectiveness and cost-containment rationales, whereas only safety and efficacy guided the decision to a greater degree years ago.
Although everyone seems to be talking about market access, very few are able to define it. Who are the new key stakeholders, exactly? Is it no longer the prescribers that decide which drug a patient should use? Is market access only about containing costs for the public budgets or are there benefits for patients and society as well?
What you will learn
After the course, you will have strengthened your capacity to understand and deal with crucial market access issues. You will have learned about key trends in market access and how market access decisions are made and how the decision frameworks affect requirements for evidence for new health care interventions. You will have:
- Acquired a basic market access vocabulary
- Gained insight into the toolbox of the market access methodologies
- Gotten an overview of the key challenges of market access
- Identified the key stakeholders and their influence on the drug reimbursement and prescription process some of the most important markets (e.g. US, UK, Germany and Denmark)
- Gained an understanding of payers’ perspective of key markets and of new reimbursement models which are impacting market access
- Developed skills that will allow you to generate, apply and present real world evidence to maximizemarket access strategy
- Integrated competencies on how to demonstrate product value
This course will provide insight into the key principles and a practical understanding of ‘market access’ as it relates to the pharmaceutical industry. The
course starts with an overview of the key stakeholders and current trends in the global market access of pharmaceuticals followed by a review of the hot
topics, challenges and relevant issues through a combination of lectures, discussions, group work, and case studies.
The topics include:
- Introduction to market access - marketing trends, defining global market access for the 21st century, its importance for optimizing product launches and its implications for the entire organization.
- Core concepts of market access – defining the concepts, theories and methods relevant for the pharmaceutical industry.
- Value generation – the role of clinical trials, realworld evidence, life-cycle management and health economics.
- Stakeholders – who they are, their perspectives, how and when to engage with ‘payers’.
- Health economic aspects of market access – economic and financial considerations, core concepts and vocabulary.
- Pricing and reimbursement – global vs. local optimization, reference pricing systems in various markets.
- Competencies – which skills and training are necessary to develop effective personnel and crossfunctional teams.
- Patient centricity – the importance of understanding that the end-user must be the focal point of the entire process.
The course is for professionals working in the field of pharmaceuticals. The course is intended as continuing professional development for professionals in the pharmaceutical industry, particularly in regulatory affairs, medical affairs and sales and marketing, including decision-makers and administrators in the public and private sectors. The course offers an excellent introductions for those less familiar with market access and will provide a deeper understanding for those with experience within administration and marketing. Please note, however, that the course is not an advanced course for market access specialists.
The course is preapproved as an elective in the Master of Industrial Drug Development (MIND) programme and the Master of Medicines Regulatory Affairs (MRA) programme.
- Hold a relevant bachelor degree or equivalent
- Have a minimum of 2 years of relevant job experience
- Have a proficiency in English
5 days, 21 – 25 August 2017, 9:00 – 16:30 at the University of Copenhagen, Frederiksberg Campus.
Lourdes Cantarero Arévalo, Assistant Professor, Department of Pharmacy, University of Copenhagen
Marlene Gyldmark, Head of Modelling, Outcomes Research, Statistics and Epidemiology, F. Hoffmann-La Roche AG
Other course teachers
Anne Koldby, Value Demonstration Manager, F. Hoffmann-La Roche AG
Edith Frénoy, Director Market Access/HTA EFPIA (European Federation of Pharmaceutical Industries and Associations)
Adri Tolstrup, Director Public Affairs, Global Market Access Novo Nordisk A/S
Joshua Ray, Head of Health Economics, MORSE, F Hoffmann – La Roche (Basel, Switzerland)
Daniel Suhr, CEO, Two Scenarios
Tove Holm-Larsen, Managing Director, Pharma Evidence
Mette Hammer, Global Market Access Director, HEOR GLP-1 & Biopharm, Global Marketing, Novo Nordisk A/S
Linus Jönsson, Market access in CNS disorders Vice President, Medical & Regulatory Sciences, H. Lundbeck A/S Karolinska Institutet, Stockholm, Sweden
Claus Andersen, Market access Director, F. Hoffmann-La Roche AG
Joerg Ruof, Professor and CEO at HEALTH ICON, Switzerland
Michael Dubroff, Senior Director, Biostatistics Health Outcomes and Payer Support, Genentech, Inc, San Francisco Bay Area
Bettina Ryll, MD/PhD, Chair at Patient Advocacy Working Group in ESMO and founder of Melanoma Patient Network Europe
Additional speakers will be included.
EUR 2,600/DKK 19,000. The fee includes teaching, course materials, all meals during the course and examination.
An optional examination is provided (3 ECTS credits at Master's level) if an essay (case story), based on an extended literature list, is handed in before 30 September 2017 at 16:00. The exam is obligatory for master’s students. Read more here.