This workshop will introduce participants to the role of pricing research in today’s environment, examining issues specific to the pharmaceutical industry with an emphasis on:

• Who to research
• Which techniques to use
• How to interpret results & make recommendations
• Understanding the implications of a European/Global pricing strategy/Market access on the final UK pricing decisions.

The workshop will be fully interactive, using a mix of presentations and break-out sessions, with case studies, to develop an understanding of the strengths and weakness of different approaches and how to arrive a recommending the optimal price / pricing strategy.

The workshop is ideally suited for novice to intermediate-level researchers who wish to learn more about using pricing research to support pricing decisions and strategies.

Learning Objectives

Understand the need for Pricing Research

• Identify the Key Business Questions and reasons for undertaking pricing research

• Understand pricing research within the context of the product lifecycle (pre-launch/launch/post launch/patent expiry)
• How to research key customer groups – to include a wide range of stakeholders – HCP’s / patients / general public / formulary committees / budget holders / government – regulatory departments / health economists – and determine the principal decision makers
• Become conversant in different pricing techniques and know which is the most appropriate in different pricing situations / audiences
• Learn how to interpret research outputs and translate them into pricing recommendations
• Understand implications of strategic pricing across Europe (price differentials and reference pricing) and how this might impact on UK pricing decisions and launch strategy.

   

Both pharma company and agency delegates will benefit from the training as they will see the full picture from the initial business pricing need to feed into a forecasts, through to defining the optimal launch price/revenue/profitability and ensuing strategies post-launch, Rx to OTC and on patent expiry. 

The workshop will provide delegates with a good grounding in techniques (strengths and weaknesses of different approaches) and an insight into which business questions and pricing measures each addresses.

They will also take away the understanding of the need to involve all stakeholders in a pricing project (all the way to the CEO), so that internal clients take ownership and buy into the research and recommendations.