Reimbursement as a driver for commercial and clinical strategies
You will be able to direct commercial and clinical strategies towards the development of a market access programme that will generate positive results for a medical company that intends to sell its products in European markets.
Course objective and outcome
At the end you will understand the key factors that influence reimbursement. You will be able to direct commercial and clinical strategies towards the development of a market access programme that will generate positive results for a medical company that intends to sell its products in European markets.
This is a full day course in which you will focus on three key learning points:
1) What is the concept behind Reimbursement, considering real examples from countries in Europe?
2) Who are the key market decision-makers, and what are their needs?
3) How does Reimbursement drive commercial and clinical strategies?
Reimbursement is the primary driver of sales for medical companies. However, these same companies typically perceive reimbursement as a long-term, expensive and uncertain process in terms of results. This is the opposite of the immediate focus on sales results; so how to integrate these two aspects of short and long-term focus?
How does clinical need and reimbursement influence each other? The strategy for reimbursement starts by demonstrating the value of a medical product, which means quantifying its clinical and economic benefits. This immediately integrates clinical and commercial teams in speaking the same language and aligning evidence and product features to maximize reimbursement approvals.
A thorough reimbursement strategy also needs to consider the different healthcare systems in Europe and the interests of the respective market decision-makers, potentially resulting in diverging market access strategies.
At the end, this course is intended to clarify the aspects of reimbursement, shifting it from a technical and isolated corner to the centre of an integrated commercial and clinical strategy.
The course is a combination of lectures about the factual requirements for reimbursement approvals and practical examples of real-life reimbursement stories. This is a highly practical course with focus on “learning by doing”. Active participation maximizes the benefits of the course.
The course will be conducted in English.
Who should attend
This course is targeted towards professionals involved in:
• Strategic planning
• Health Economics
This is not a technical course and previous knowledge of reimbursement is not necessary.
The learning benefits will be enhanced from the diverse perspective of attendees, who will all be focusing on seeing reimbursement as an integrated part of their company’s strategy and contributing with their own experiences.
Jasmin Wahl-Gravsen, Reimbursement Manager, Cook Medical