This document provides information about the 6th European Pricing Platform (EPP) Life Sciences pricing and profit optimisation forum taking place on September 20-21, 2016 in Montreux, Switzerland. The forum will address pricing challenges in the pharmaceutical and medical device industries over two days with plenary sessions, tracks for different industries, and case studies. It will provide opportunities for networking and learning new strategies and approaches for pricing under increasing pressures. The agenda includes topics like shaping pricing environments, innovative agreement types, reference pricing strategies, tender management, and measuring the impact of pricing functions.
Health literacies in marginalised communities LILAC 24.pptx
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1. In partnership with
Sponsored by
PRICING
UNDER
PRESSURE
SEPTEMBER 20-21, 2016
GRAND HÔTEL
SUISSE MAJESTIC
MontreuX
Switzerland
Pricing and Profit Optimisation Forum
Life Sciences
Pricing Forum
with pharma
and medtech tracks
6th
EPP
2. | European Pricing Platform #EPPLIFESCIENCES2
“ There is no other organisation in Europe so dedicated
to help develop and share pricing and profit optimisation
skills of tomorrow’s business leaders ”
www.pricingplatform.eu
www.pricingevents.eu
3. Editor’s Note
Our Delegate’s Voice
Today Life Sciences companies are on
the defensive on pricing with negative
headlines everywhere. And there is no
end in sight to the pressure on phar-
maceutical pricing.
That’s why the European Pricing
Platform (EPP) with its partner
Alliance Life Sciences organise for the
6th time their #1 global pricing and
profit optimisation event focused on
Life Sciences and their pricing challen-
ges.
This year’s conference will again take
place over 2 days and the agenda has
been built to provide compelling ple-
nary sessions as well as cater for
Pharma-Biotech-Generics and Med-
tech tracks with some of the most
influential industry experts and some
practical and tangible case studies.
Developed by pricing people for
pricing people, this one-of-a-kind
event addresses today’s pricing and
profitability management challenges,
and is designed to help Life Sciences
pricing under pressure
“ I really like the topics and the way it
is set up. It triggers the right
questions! “
Nico Bacharidis, Pfizer,
Global Tender & Contracting
Lead GEP
“ I enjpoyed the topics of the EPP
and the opportunity to network with
like minded individuals. The size of
the event means that you can interact
easily and have meaningful conversa-
tions. “
Sue Nayaert, Merck Serono,
Regional Director & Market
Access
“ New things, new activitis, I shall
inform my colleagues within my
country to have the same community
like this. “
Satya Wardhana, Bayer Crop Sci-
ence, Pricing Manager
“ I like the way gjergit vjfùqg goiùe
jjfoe gjerù vorkg vrelojkg gkrùepog gjj
g; ro,kgrogikr gor gzp ggjù. “
Patrick Palluel, Sanofi Pasteur
MSD, Head of Pricing and Tender
Strategy
European Pricing Platform | 3
manufacturers adapt their strategies
and business models to meet com-
mercial and strategic objectives.
• This forum will allow you to take the
pulse of what is happening for strate-
gies, processes and technologies, as
well as hear approaches you might not
have been aware of.
• This forum will help build your and
your teams’ knowledge, providing you
the opportunity to discuss, learn and
challenge how you might apply it in
your
company to improve performance.
I look forward to seeing you in Mon-
treux for another successful forum. If
one of your colleagues would benefit
from this forum please pass it on! And
register now!
Best regards,
Britt Dejager
Forum Manager Life Sciences
#EPPLIFESCIENCES
4. | European Pricing Platform #EPPLIFESCIENCES4
The Format
On september 19, 2016 the European Pricing Platfrom organises two pre-forum
workshops on the same location as the forum. So if you want to get informed in
a very in-depth maner on certain topics, this is your chance.
Two pre-forum workshops
an evening networking programme
Beyond the typical features such as plenary sessions, separa-
ted tracks for pharma and medtech, debates and panel discus-
sions, you can also expect:
The same as every year, EPP and
Highpoint Solutions invite you to their
evening programme. As we are in
the lovely surroundings at the lake of
Montreux, expect something
breathtaking and something culinary.
Offered by our sponsor Of course this is also your chance
to meet with the other attendees and
to engage in some worthwile
discussions.
2 pre-forum workshops – 2 topics
Topic 1 is on
Tender Management
Or how to achieve excellence in all
facets of your tendering operation?
Topic 2 is on
International Reference Pricing
How to handle advanced IRP
modeling and planning?
5. European Pricing Platform | 5#EPPLIFESCIENCES
Topic
Topic
1 Tender Management
Or how to achieve excellence in
all facets of your tendering operation?
Tender Management within the Life
Sciences industry is an ever growing
topic that involves decisions makers
from many company areas, from ope-
rations to IT to management.
What’s on the agenda of this
workshop?
• How to plan for the market?
• How to plan pricing guidelines?
• How to shape tenders before the
bid?
• How to think about tender pricing at
time of bid?
• What best-in-class analyses you
need in your tender analysis toolkit?
• How to best manage tenders after
the bid, win or lose?
• How to balance support for tenders
between local and global needs ?
Your trainer?
Alan Crowther, CEO
Alliance Life Sciences
2 Strategies for Success
with International
Reference Pricing
International Reference Pricing
is growing in importance -- one
wrong move can leave hundreds of
thousands and even millions of Euros
on the table. But the rules can be so
complex, how can you ensure proper
pricing strategies and management
in order to maximize your revenue
potential? And how do you stay ahead
of the curve on what’s coming down
the road with IRP rules?
What’s on the agenda of this
workshop?
• The fundamentals of IPR and future
developments
• Strategies to mitigate the
challenges of IPR
september 19, 2016
two pre-forum workshops
For whom it is intended?
Anyone responsible for tender ma-
nagement process or performance
must attend this workshop.
What will be the outcome?
This workshop will take a deep dive
into the world of tender management
from how to begin your tender ma-
nagement strategies through to how
to evaluate your tender management
processes and outcomes. Get answers
to your toughest tender management
questions.
As we want the workshop to be
practical and not only theoretical,
bring your toughest tender questions
and challenges to the workshop for
discussion!
Mail to
britt.dejager@pricingplatform.eu
with your issues, projects and other
stuff.
• Launch price management vs. post
launch-price management
• The threat of parallel trade
• Interactive session: The “IPR and
parallel trade” game
• Live Session: Analysis of impact of
IPR
• Q&A
Your trainers?
Rainer Opgen-Rhein, Director
Simon-Kucher & Partners
Christian Schuler, Partner Life Sciences
Simon-Kucher & Partners
For whom it is intended?
If you’re a Manager, Director and VP
of Global Pricing, then this workshop
could well be for you.
6. | European Pricing Platform #EPPLIFESCIENCES6
08.30-09.00 welcome coffee and registration
09.00-09.15 The opening energizer from our moderator
STRATEGY · PLANNING · EXECUTION
09.15-10.00 Shaping the Pricing Environment in the Life Sciences Industry
Pharmaceutical companies are on the defensive on pricing, with negative headlines everywhere.
How do companies change the pricing debate, from headlines, to policy/regulatory issues, to
local country tactical debates on list and net pricing? An opening debate
Ed Schoonveld | ZS Associates
10.00-10.30 Under Pressure | A Panel Discussion
There is no end in sight to the pressures on pharmaceutical pricing. A panel discussion of what
the issues are and what the approaches companies can take to a variety of pricing pressure
issues.
10.30-10.45 coffee break & opportunity to network
10.45-11.30 How to price Innovation?
Pricing the innovation beyond the product.
Gustavo Saraiva dos Anjos | Otsuka Europe
11.30-12.30 Real World Evidence in Pricing Real World Evidence in Pricing
12.30-13.30 lunch
STRATEGY · PLANNING · EXECUTION
for profit optimisation
13.30-14.30 Innovative pricing agreement types across
the EU5
Alexandra Staufer | Mundipharma
Pricing 2.0 - How to maximize value extrac-
tion in a constraining environment?
Gerald Schnell | Simon-Kucher & Partners
14.30-15.30 Designing Pressure-Proof In-Line Price
Guidelines
Setup and optimize net price targets to maxi-
mize profits. Going beyond a simple country
net floor or country net target.
Patrick Palluel | Sanofi Pasteur MSD
Pressure-Proof In-Line Price Guideline
Setting in Medical Device
Setup and optimize net price targets to maxi-
mize profits. Going beyond a simple country
net floor or country net target.
15.30-15.45 coffee break
15.45-16.30 Planning for Loss-of-Exclusivity: Managing the Ongoing Wave of Patent Expirations
Loss-of-exclusivity is not the end of a product lifecycle, but the start of another phase of innova-
tion. From extending a product, combination products, innovations in packaging and delivery,
and strategies for dealing with margin pressure, there are many areas of innovation. A compre-
hensive look at the strategies and planning tactics to consider when planning for LOE.
Alan Crowther | CEO Alliance Life Sciences
16.30-17.15 Measuring the Impact of the Pricing Function
One critical aspect of the pricing function is not just pricing for the value of products being
priced, but the value of the pricing function. It is critical to secure the resources needed to price
effectively to show the value and have support of senior stakeholders. This presentation will
present how to measure the impact of a pricing function.
17.15-17.30 Closing remarks of the moderator: wrap up of the day
18.00 - ..... Evening networking activity
Pharma - Generics Medical devices - Diagnostic companies
Short programme overview
DAY ONE | september 20, 2016
*
*
7. European Pricing Platform | 7#EPPLIFESCIENCES
STRATEGY · PLANNING · EXECUTION
09.00-09.15 opening energizer
09.15-10.00 Review of the Price Negotiation Models and Impact on Price Execution
Look across Europe for various negotiation models and how organizations can best work with
local affiliates to support and provide insight needed to conduct effective price negotiations.
10.00-10.30 Price Negotiations with Authorities – from a payer perspective
How are price negotiations with authorities evolving? A payer view on price negotiations, with
a view to how it should impact the approach that pharmaceutical companies should take to
pricing.
10.30-10.45 coffee break
10.45-11.45 Pricing and reimbursement for curative the-
rapies/gene-therapies
Christian Schuler | Simon-Kucher & Partners
Pricing for medical devives in the context of
‘pharma precedence’.
Richard Charter | BD
11.45-12.30 Addressing the Global and Local needs of Effective Tendering:
Insights through Practical Experience and Benchmarks from the Industry
Ruven Eul | Highpoint Solutions
Manish Sharma | Baxalta
12.30-13.15 lunch
13.15-14.00 Visualizing Pricing Insights
Visualizing business insights is more important than ever for communication. A visualization
expert leads a discussion of best practice ways to share pricing insights to all stakeholders
internally? A review of the best ways to communicate insights and information around pricing
and reimbursement across all aspects of pricing.
STRATEGY · PLANNING · EXECUTION
14.00-15.00 Value Pricing Analytics
A look at data-driven value-pricing tools and
techniques that support positive pricing and
reimbursement decisions. With so many drivers
of outcomes and markers value – from QA-
LYs, PFS, budget impacts, etc. – across many
different healthcare systems, how do you get
a comprehensive view on the effectiveness of
pricing and reimbursement decisions?
Value communication – a sales tool to get
better prices
Raj Kanapathy | Philips Healthcare
15.00-15.45 Smart Pricing
Professor John Zhang | University of Pennsylvania - Wharton School of Business
15.45-16.15 wrap-up by the moderator
Pharma - Generics Medical devices - Diagnostic companies
Short programme overview
DAY two | september 21, 2016
*
*
8. | European Pricing Platform #EPPLIFESCIENCES8
Because there’s no
substitute for expe-
rience! Qualified as
a clinical pharmacist
and with pharma,
consultancy, payer
and clinical pharmacy experience in
all key therapy areas, he has worked
with a large range of pharmaceutical
and biotechnology companies, as well
as the leading medical technology
companies. He’s our man who sets the
context, drives the discussion, enga-
ges you in a lively discussion, enables
you to feel comfortable and involved
and synthesizes what you have heard.
our moderator
our speakers
Michael Herepath
Managing Director
Optimal Access Life
Sciences Consulting Ltd
Richard is currently
the Head of Market
Access & Pricing
at BD Medical for
the EMEA region.
He works to imple-
ment innovative, value-based, patient
access solutions between medical
device companies and healthcare
systems. At the core of these solutions
is the articulation of value and unmet
need to align of patients, payers,
policy makers, and prescriber stake-
holder groups. Diabetes is a current
therapeutic area of focus. Richard
is currently co-chairing the ISPOR
taskforce on the “Value Assessment
of Medical Devices”, as well as the
‘Evidence and Payers Working Group
at MedTech Europe. He also has sat
on the board of directors of various
non-profit organisations and charities.
Richard Charter
Head of
Market Access & Pricing,
BD
Alan Crowther, CEO
for Alliance Life Sci-
ences, is an industry
recognized authority
on global pricing
and revenue ma-
nagement. With 20 years of consulting
and technology experience in the Life
Sciences industry, Alan’s leadership is
focused on continually innovating to
solve business challenges.
Alan Crowther
CEO
Alliance Life Sciences
Ruven is a Manager
of the European
Life Sciences at
HighPoint Solutions
based out of Zug,
Switzerland. Ruven
has worked for around 8 years in Ger-
many for much of his career at compa-
nies such as Pfizer and BMS in local,
regional and global roles. Ruven
comes from a deep background in the
areas of Commercial Excellence with
strong domain experience in CRM,
Commercial Analytics, and Tendering
working with industry leading pro-
ducts such as Veeva. Ruven has been
involved in rollouts of Veeva as a
Deployment Lead for multiple coun-
tries and as a Subject Matter Expert
for Tender Management projects
within Europe.
Ruven Eul
Manager of the
European Life Sciences
Highpoint Solutions
9. European Pricing Platform | 9#EPPLIFESCIENCES
our speakers
Raj has an M.Tech
from IIT Delhi and an
MBA from the Tuck
School of Business at
Dartmouth. He has
been in pricing at
Philips Healthcare for 5 years evangeli-
zing and teaching value based pricing
and selling to Healthcare employees.
Currently he takes care of North
America pricing for the Patient Care
and Monitoring group and is also
responsible for Global Pricing for
Connected Care solutions and
Defibrillators. He has worked close
to 20 years in the healthcare industry
in product management, business
development and research roles at
Siemens, Bigtec and VMSRF.
Raj Kanapathy
Senior Pricing Manager
Philips Healthcare
Patrick has broad
operational and mar-
keting experience,
which he acquired
during more than
two decades in the
pharmaceutical then vaccine industry.
He held several positions in training,
sales, marketing, market research,
strategic planning and in the most
recent years in pricing & tender.
As a pricing expert he has wide
strategic and operational internatio-
nal pricing experience in European
countries. Patrick leads the Pricing &
Tender Strategy department at Sanofi
Pasteur MSD in Lyon.
Patrick Palluel
Head of Pricing &
Tender Strategy
Sanofi Pasteur MSD
Gustavo is the head
of the Pricing and
Access Intelligence
at Otsuka Pharma-
ceuticals Europe,
where he is in charge
of developing the pricing strategies
for the entire product portfolio as well
as providing business intelligence
insights to the global organisation.
His previous years indicate his wealth
and expertise in the finance indus-
try before transitioning into Pricing
and Market Access. Prior to joining
Otsuka he worked with LEO Pharma
for three years as a Global Pricing
Manager where he had to manage
both strategic and operational pricing
at a global and local level. Gustavo
graduated in Business administration
and has a Masters degree in Finance
from NOVA School of Business and
Economics in Lisbon – Portugal. He
also holds an MBA from Universidade
Federal Fluminense in Rio de Janeiro
- Brazil.
Gustavo Saraiva dos
Anjos
Head of Pricing and
Access Intelligence
Otsuka Pharmaceuticals
Europe
Gerald has been
working in the Life
Science division of
Simon-Kucher &
Partners in Germany
for the past 14 years.
After receiving his degree he worked
at the University Hospital of Cologne
on the integration and funding of new
treatment areas. He received his Ph.D.
on a healthcare topic from the
University of Cologne in 2001.
Gerald’s consulting work focuses on
three main aspects:
• Developing commercial strategies
for innovative and established medical
technology products
• Optimizing internal pricing and sales
processes and structures
• Supporting new business develop-
ment in the MedTech sector
He has worked on national and inter-
national projects for various leading
MedTech and Diagnostics companies
and start-ups as well as for
B2B service and product suppliers.
Gerald Schnell
Partner
Simon-Kucher & Partners
10. | European Pricing Platform #EPPLIFESCIENCES10
our speakers
Ed is a Managing
Principal with ZS
Associates in New
York, N.Y. and is the
leader of the firm’s
Market Access and
Pricing practice. He has extensive
experience in pharmaceutical marke-
ting and pricing from both the corpo-
rate pharma and consultancy perspec-
tive. His team advises drug companies
on product pricing and market access
strategy, global pricing policy and
internal organizational and process
challenges. Most of these projects
involve global payer and pricing
research through a host of qualitative
and quantitative methodologies.
Ed’s expertise in global pricing and
reimbursement is deep, having served
both on the affiliate level as a general
manager of a European affiliate and at
corporate headquarters as the
responsible leader for global pricing
and health economics groups at
Wyeth, Eli Lilly and BMS. Ed’s exten-
sive experience in the pharmaceutical
industry includes various sales,
marketing and general management
positions with Lederle, Wyeth, Eli Lilly
and BMS in the United States and
Europe.
Ed has also led pricing and reimburse-
ment consulting practices for Analyti-
ca International, Cambridge Pharma/
IMS, and his own consultancy firm.
Ed is the author of “The Price of Glo-
bal Health,” a groundbreaking book
on global drug pricing. The second
edition of this book was just published
in january 2015.
Ed Schoonveld
Managing Principal,
Market Access and
Pricing ZS Associates
Christian is Partner
in the Life Sciences
division of
Simon-Kucher &
Partners Strategy &
Marketing Consul-
tants, working for the past 3 years out
of the company’s office in Munich,
Germany. Previously, he led the Life
Sciences team in San Francisco, USA
for 6 years and before that worked for
8 years in the company’s headquarters
in Bonn, Germany.
Since joining Simon-Kucher & Part-
ners, he has conducted in-depth
research and data analysis for life sci-
ences companies and has developed
various international pricing and mar-
ket entry strategies for new chemical
entities, medical devices, diagnostics
and scientific equipment. He has
supported several top-25 pharma,
biotech, medtech and generics
companies as well as start-up life
sciences companies in successfully
commercializing their life sciences
products.
He has published various articles on
pharmaceutical marketing, innovative
contracting, fixed reference pricing,
generics defense strategies and
licensing in both German and English
and is a frequent speaker at internati-
onal conferences on P&R for pharma-
ceuticals in the US and Europe.
Christian Schuler
Partner Life Sciences
Simon-Kucher & Partners
Self-motivated, inno-
vative professional
with comprehensive
background creating
business strategies
through multi-cul-
tural and multi-functional teams for
global organizations. Multi years of
experience in both Pharmaceutical
and Medical Device industry.
Offers a unique and proven experi-
ence in the area of business, infor-
mation technology (IT) and change
management. Exceptional industry
knowledge, leadership and interper-
sonal communication skills to enhance
customer relationship management
(CRM) strategies and revenue ma-
nagement solutions.
Manish Sharma
Senior Manager,
Contracts & Pricing
Global Revenue
Management Lead,
Baxalta
11. European Pricing Platform | 11#EPPLIFESCIENCES
our speakers
Alexandra Heads
up Strategic Pricing
within the Mar-
ket Access team
at Mundipharma
International. In this
role she leads on European strategic
pricing decisions to guide Board deci-
sions for in-line products and business
development projects. Alexandra
completed in 2006 her Business Ad-
ministration degree at the University
of Regensburg, Germany. She then
joined the international consulting
firm Simon-Kucher & Partners first in
Germany before moving to London in
2010. During her time with Simon-Ku-
cher & Partner she focused on the Life
Sciences sector and helped many of
the Top 20 Pharma & Biotech compa-
nies with their international pricing &
market access strategies. Alexandra
joined Mundipharma International
as the Head of Strategic Pricing early
2015.
Alexandra Staufer
Head of Strategic Pricing
Mundipharma
International
12. | European Pricing Platform #EPPLIFESCIENCES12
Partner with us
Our partners for the
2016 edition
This forum has become an annual appointment to meet up with peers from the
Life Sciences industry. To network, to learn, to discuss with pricing experts
from Shire Pharmaceuticals, Sanofi, Celgene, Takeda, Teva Pharmaceuticals,
Philips Healthcare, Amgen, GE Healthcare and many more global Top 200 Life
Sciences companies. The 100+ pricing leaders from these companies will again
be offered compelling plenary sessions, separate tracks for Pharma-Biotech-Ge-
nerics and MedTech and tangible case studies.
Partner with us
and join the EPP Life sciences
pricing forum
1 +100 attendees expected
2 A good ratio of 80/20
practitioners and experts
3 Best match making and
more opportunities to
network
4 Relevant content for
everyone present
5 Chances to speak
6 A great location
7 A free evening event
1 Profit from global marketing
coverage
2 Link your brand with the
#1 global pricing and profit
optimization knowledge sharing
platform
3 Get 1 year round activities
4 Encounter new business
opportunities
5 Immerse in 2 days of vivid
interaction, discussion,
networking and learning
6 Present your solutions to a
public that really matters!
7 • • •
In a nutshell,
these will be the
highlights
so why should you
attend?
For more information on sponsor opportunities, please contact
Britt Dejager (britt.dejager@pricingplatform.eu).
13. European Pricing Platform | 13#EPPLIFESCIENCES
About the hotel This majestic 4 star hotel was origi-
nally built during the Belle Epoque in
1870 and entirely renovated in 2010.
The hotel is just on the lakefront
with a phenomenal view of the lake,
the promenade, the gardens and of
course the snow capped mountains.
Please check with Britt
(britt.dejager@pricingplatform.eu)
for the rooms at preferred EPP rates.
The forum ticket includes all refresh-
ments and evening activity for all
attendees. Travel, accommodation,
airport transfers and all other general
expences will be paid by the atten-
dees individually.
the venue
The train station of Montreux is just
opposite the Grand Hotel Suisse Ma-
jestic and there is easy access by car
as well. A few steps away you can find
the steamboat landing stage, the con-
gress centre and the shopping area.
at the eventaccomodation
Venue address
Grand Suisse Majestic
Avenue des Alpes 45
1820 Montreux
Switzerland
+41 21 966 33 33
www.suisse-majestic.com
14. | European Pricing Platform #EPPLIFESCIENCES14
Choose your ticket
Register
• Pre-forum workshop ‘Tender Management Excellence’ € 895
• 2 day forum (incl. evening event) € 1.595
• Workshop + 2 day forum (incl. evening event) € 2.490
• Consultants and technology vendors fee € 2.995
register and stay updated
Do you want to join in
a group?
Terms & conditions
1 Go to http://www.pricingevents.eu/events/6th-epp-life-scien-
ces-forum-2016/#tickets
2 Choose your ticket
3 Fill out the online registration form
4 Payment
5 Registration completed
Please find the Terms & Conditions here.
• Get 10% discount when you register with one (1) of your colleagues
• Get 15% discount when you register with two (2) of your colleagues
• Get 30% discount when you register with three (3) of your colleagues
• Get 50% discount when you register with four (4) of your colleagues
15. European Pricing Platform | 15#EPPLIFESCIENCES
We proudly present the partners of the
6th
epp life sciences pricing forum 2016
A glance of who attended the previous
epp life sciences pricing forum
Alliance Life Sciences is a global innovator that delivers peace of mind and
unlocks business value with unique solutions to complex commercial problems.
With over ten years of dedicated Life Sciences experience, the worldwide team
of experts provides insights into Contracting, Pricing, and Access.
HighPoint Solutions solves the toughest IT challenges facing companies in the
highly regulated life sciences and healthcare industries by providing their clients
with practical IT strategies and solution implementations and giving them direct
access to the people and technology that get things done.
Simon-Kucher & Partners is a global consulting firm specializing in strategy,
marketing, pricing and sales. The company has 30 years of experience in helping
clients to boost their top line instead of cutting costs. With 760 professionals in
29 offices worldwide, their practice is built on evidence-based, practical
strategies for profit improvement.