EPP Life Sciences Pricing Forum 2015

| European Pricing Platform1
PRICING AND PROFIT OPTIMISATION FORUM
5TH
EPP LIFE SCIENCES PRICING FORUM
WITH PHARMA AND MEDTECH TRACKS
SEPTEMBER 22-23, 2015
WITH PRE-FORUM WORKSHOPS
SEPTEMBER 21, 2015
GRAND HÔTEL SUISSE MAJESTIC | MONTREUX, SWITZERLAND
In partnership with
Sponsored by:
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“ There is no other organisation in Europe so dedicated
to help develop and share pricing and profit optimisation
skills of tomorrow’s business leaders ”
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5th
EPP Life Sciences Pricing Forum
With pharma and medtech tracks
Times are changing. Life Sciences organisations have to be innovative and respond
to market changes. Price & margin erosion, international reference pricing, loss of
exclusivity as well as discounts, rebates and incentives management are all creating
challenges that require new skills, clear strategy, well-planned organisational talent
and insight on how to overcome and execute leading to profit optimisation.
As pricing strategies continue to attract attention as main profit driver, the role of
pricing teams, their skills and reach within the organisations is seeing renewed focus.
This forum will be a unique opportunity to find and discuss best practices and how
these might apply to your current or future pricing organisation. The most influential
industry experts will deliver state-of-the-art insights using real business cases across
Pharma-Biotech and Medtech.
Meet your peers from companies such as Abbott, Alliance Life Sciences, Amgen,
Astellas, Baxter, B. Braun, Biogen, Boehringer Ingelheim, Boston Scientific, Celgene,
Corning, Dipharma, GE Healthcare, Leo Pharma, Gilead Sciences, GSK, Highpoint
Solutions, J&J, Merck Serono, Philips Healthcare, Sanofi, Siemens Healthcare, Shire
Pharmaceuticals, Takeda, Teva, Polpharma and many more global-500 Life Sciences
companies.
Attend this forum to network, discuss and learn from global industry leaders how to
eliminate risk, optimise sales effectiveness, enhance revenue growth and provide you
with insight to define your own action plan.
Welcome to the 5th EPP Life Sciences Pricing Forum!
Sincerely,
Britt
Practical information
Date:
Workshops: September 21st, 2015
Forum: September 22nd - 23rd, 2015
Venue:
Grand Hôtel Suisse Majestic
Montreux, Switzerland
Rates:
Pre forum workshop: € 850,00
2 day forum: € 1.599,00
Pre forum workshop + 2 day forum: € 2449,00
Consultants & software vendors: € 2 990,00
Registering
Visit our websites:
www.pricingplatform.eu
www.pricingevents.eu
Contact the forum producer at:
britt.dejager@pricingplatform.eu
+32(0)51 32 03 72
Fill in the registration form in the back
of the brochure and:
mail it to: britt.dejager@pricingplatform.eu or
fax it to: +32(0)51 32 03 73
Testimonials
“We found the EPP Forum an
excellent opportunity to share
and learn from our peers and
look forward to participating
in future events.”
Nicholas Brandwood - Sales Support Engineer
- Feedback Processi Logici

I enjoyed the topics of the EPP
and the opportuinity to network
with like minded individuals.
The size of the event means
that you can interact easily
and have meaningful
conversations.”
Sue Nayaert - Regional Director & Market
Access - Merck Serono
”New things, new activities,
I shall inform my colleagues
within my country to have the
same community like this.”
Satya Wardhana - Pricing Manager -
Bayer CropScience
2015

Forum agenda topics fine-tuned with key industry influencers.
Meet the Life Sciences steering committee.
Get an exclusive first look at new research and survey data.
Interactive workshops with pharma/generics and medtech/bio-
technology tracks.
Discuss, learn and challenge both strategic and tactical topics.
Learn from reflection on your own business reality and discover
creative solutions to your challenges.
Face-to-face conversations with top industry experts and your
pricing peers during the innovative and interactive forum formats.
Learn how to eliminate risk and enhance revenue growth.
Be a part of business critical conversations, taking your industry forward.
Over 900 minutes of networking opportunities, including a free
dinner and evening activity, offered by Highpoint Solutions.
9 Reasons why you should attend the
5th
EPP Life Science Pricing Forum 2015
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Forum agenda topics fine-tuned with key industry influencers.
Meet the Life Sciences
Get an exclusive first look at new research and survey data.
Interactive workshops with pharma/generics and medtech/bio-
technology tracks.
Discuss, learn and challenge both strategic and tactical topics.
Learn from reflection on your own business reality and discover
creative solutions to your challenges.
Face-to-face conversations with top industry experts and your
pricing peers during the innovative and interactive forum formats.
Learn how to eliminate risk and enhance revenue growth.
Be a part of business critical conversations, taking your industry forward.
Over 900 minutes of networking opportunities, including a free
dinner and evening activity, offered by Highpoint Solutions.
EPP Life Science Pricing Forum 2015
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WORKSHOP 1
Given by Prof. Toumi | university of Marseille - Health department
Successful pricing and reimbursement for highly innovative therapies -
An interactive training
This very interactive workshop will cover:
• how different HTA and payers value such innovations?
• which are the potential draw backs associated to highly innovative products?
• how to develop systemic health economic assessment?
• what are the new early entry agreements adapted to such therapies?
• where are the risk and opportunities when negotiating with payers?
Including a pricing war business game!
You can play a very active role as - on the one side ‘the payer‘ and - on the other side 'the applicant'.
For whom intended?
If you are a pricing manager/director, a health economist, an epidemiologist, a marketing manager/director, a clinical development
manager or a market access manager, then this workshop could well be for you!
WORKSHOP 2
Given by Alan Crowther | CEo for Alliance Life Sciences
The Ripple Effect - 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
maximise your revenue potential? And how do you stay ahead of the curve on what’s coming down the road with IRP rules?
This intensive workshop will cover:
• Principles for the application of IRP
• Best practices for managing IRP rules
• How to handle advanced IRP modeling and planning beyond an individual price cut?
o How to compare multiple pricing scenarios?
o How to evaluate multiple price cuts in parallel across countries?
o How to evaluate portfolio price changes?
o How to manage annual forecasting?
• Referencing rules during product launch
o Differences in launch rules
o How to do launch sequence optimization with rules to maximize revenue and maintain price over the life cycle?
• How IRP is evolving?
o Trends in rule changes
o How to test a portfolio pricing strategy for greater pricing transparency?
• Resources to stay on top of IRP information
For whom intended?
If you’re a Manager, Director or VP of Global Pricing, then this workshop could well be for you!
You can attend to two workshops on
September 21st, 2015
university of Marseille - Health department
Successful pricing and reimbursement for highly innovative therapies -
An interactive training
This very interactive workshop will cover:
how different HTA and payers value such innovations?
which are the potential draw backs associated to highly innovative products?
how to develop systemic health economic assessment?
what are the new early entry agreements adapted to such therapies?
where are the risk and opportunities when negotiating with payers?
Including a pricing war business game!
You can play a very active role as - on the one side ‘the payer‘ and - on the other side 'the applicant'.
For whom intended?
If you are a pricing manager/director, a health economist, an epidemiologist, a marketing manager/director, a clinical development
manager or a market access manager, then this workshop could well be for you!
WORKSHOP 2WORKSHOP 2
Given by Alan Crowther | CEo for Alliance Life Sciences
The Ripple Effect - Strategies for Success with International Reference
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
maximise your revenue potential? And how do you stay ahead of the curve on what’s coming down the road with IRP rules?
How to handle advanced IRP modeling and planning beyond an individual price cut?

08.30-08.45 WELCOME COFFEE AND REGISTRATION
08.45-09.00 THE OPENING ENERGIZER FROM OUR MODERATOR
STRATEgY · PLANNING · EXECUTION
09.00-09.45 PLENARY SESSION
outlook and opportunities for growth: Readiness for pricing and market access 2020
Prof. Toumi | university of Marseille
Shaping up for the future: a vision on the future of strategic pricing & profit optimisation capabilities
Florian Turk | gSK
10.30-10.45 BREAK
10.45-11.30 PANEL DISCUSSION
Responding to a Price Transparent World: A Paradigm Shift for Healthcare
Panel discussion with a politician, a payer, a patient and someone from the pharma industry
11.30-12.30 BREAKOUT SESSIONS
Pathways to value: Pricing Data Trends in Strategic Pricing for Medical Technologies
Pharma
Marc Matar | Simon-Kucher&Partners
12.30-13.30 LUNCH
STRATEGY · PLAnnIng · EXECUTION
Price Setting & Price guideline Management Learning from experience: Price Setting
towards a common goal & Price guideline Management
Bertrand Tardival | Takeda Dirk Scholdei | Philips Healthcare
International Reference Pricing - Cross Border Selling
Price Transparency Impact Modeling How to deal with Asian Competitors
How 'future proof' is your pricing model? (Korea, Japan, China)
Benoît Miry | Menarini
15.30-15.45 BREAK
A Life Science prospective of both pricing A margin impact of 1 M Euro annually:
models: Value Based Pricing vs. Pay per Profi t for innovation – How a value based
Performance Pricing pricing project funds some more innovations
Madalina Lavinia Preda & Emilio Borin | Corning Tobias Happel | Philips Healthcare
How to plan, develop and execute effective solutions for parallel trade issues?
17.30-17.45 CLOSING REMARKS OF THE MODERATOR: WRAP UP OF THE DAY
18.00 - … EVENING NETWORK ACTIVITIES
Short Programme Overview
DAY onE 22nd of September 2015
*

STRATEGY · PLANNING · EXECuTIon
optimising sales and margin in the channel using rebates and incentives for developed and
emerging markets
* Are Payers Adapting Biosimilar Pricing and
Reimbursement Approval Pathways to
optimise Healthcare Savings?
Achieving an effective and reliable approach
to gross to net – Empowerment of the financial
function
10.45-11.00 BREAK
11.00-11.45 ROUNDTABLE
Shaping up for the challenges
Topics (to be confirmed)
• How to measure the impact of a pricing group
• How to deal with price transparency at a policy level, e.g. differential pricing advocacy
• Patients and regulators join forces. What does this mean for pharma?
How to strategically plan for tenders?
Discover the Sanofi Pasteur approach
Pricing Techniques in Medtech – Monetising
value – How to successfully build, model and sell
an economic value proposition?
12.45-13.45 LUNCH
STRATEGY · PLANNING · EXECuTIon
Pricing rarity. Creating and maintaining
market access for ultra-orphan drugs
Taking Analytics from Reports to Insights to
Actions
14.45-15.30 Health Authority Perspective
15.30-16.15 WRAP UP OF THE DAY
* Pharma - Generics Medical devices - Diagnostic companies
Short Programme Overview
DAY TWo 23rd of September 2015
Carl Poland | Mylan Pharmaceuticals & Tim nugent | KPMg
Simone Leone & Raymond J. Almeida Jr. |
Boston Scientific
Christian Rebholz | Simon-Kucher&PartnersPatrick Palluel | Sanofi Pasteur MSD

Our speakers
Raymond J. Almeida Jr. (USA)
Vice President, Global Reporting & Analytics, Boston Scientific
About Raymond
Ray ’s key responsibility is to support development and implementation of processes and solutions
that optimize pricing execution, visibility and governance to achieve the recapture of lost profit. Addi-
tionally, he currently chairs Boston Scientific’s Global Price Council and leads a Global Analytics and
Reporting Center of Excellence that partners with worldwide Sales Management, Marketing, Fin-
ance and Information Services to identify and promote best practices that optimize sales execution,
pricing and contract management, sales metrics, and contract compliance. Ray pioneered the U.S.
Contracting Operations and Sales Analytics functions at BSC. He also led the implementation of a
U.S.-centric contract and revenue management system that will serve as a future platform for global
pricing management.
Ray recently was a contributor to “Pricing and Human Capital” authored by Stephan M. Liouz and
has spoken as a subject matter expert at industry pricing conferences in the US and Europe. Prior to
joining BSC, he held positions at KPMG Peat Marwick, Johnson & Johnson and Fidelity Investments.
Gustav Ando (UK)
Director, Life Sciences IHS
About Gustav
Gustav Ando leads the Life Sciences practice at IHS. Having joined the company as a pharma-
ceutical analyst in 2004, Ando has extensive experience in the fields of market access, therapeutic
development, drug safety, emerging markets and health outcomes.
Emilio Borin (Italy)
Corning
About Emilio
Emilio has a background in Industrial Psychology and work experience in several corporate compan-
ies such as Nike, Converse, Diageo covering different roles in Finance, data controlling and analysis.
Emilio also has experience with SEO (search engine optimization) during his Marketing Manager
support for a web based startup company. Afterwards he joined Corning and now has three year of
experience in the Life Science Industry. As the EMEA Pricing Manager for Corning he is responsible
for both pricing strategy and operations for EMEA.
Alan Crowther (USA)
CEO, Alliance Life Sciences
About Alan
Alan Crowther, CEO for Alliance Life Sciences, is an industry recognized authority on global pricing
and revenue management. 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.
Tobias Happel (Germany)
Global Pricing Manager, Philips Medizin Systeme Böblingen GmbH
About Tobias
Tobias has been working for the last 15 years in different finance and pricing roles at Philips Medical
in Böblingen (Germany) with growing responsibilities ending up in a global pricing responsibility of
the Medical Consumables Business, Children Medical venture and MR Patient Care. In 2014 he was
accredited as Certified Pricing Manager (Level 3)from the European Pricing Platform. Besides that, for
the last 18 months he also led a value based pricing project in the MR Patient Care environment and
is adapting some key learnings to other strategic value based pricing projects

Madalina Lavinia Preda (The Netherlands)
Customer Experience Manager, Corning
About Madalina
Madalina has a background in Modern Literature and Business Management and work
experience in several European academic institutions as well as 6 years of experi-
ence in pricing management for Corning Life Sciences. As of 2014, she has been lead-
ing the EMEA Customer Experience organization which includes the Pricing department.
Simone Leone (Italy)
Director, Sales & Pricing Effectiveness Europe, Boston Scientific
About Simone
Simone is a graduate in Management Engineering from the Polytechnic of Milan. After eight years of
experience in Henkel as controller of consumer goods and industrial divisions, including production
plants controllership, he joined Boston Scientific in June 2007.
Currently he is leading the Sales and Pricing Effectiveness Europe team. This function aims to support
the business in terms of innovative business solutions creation and continuous improvement through
strong collaboration.
Marc Matar (UK)
Senior Director, Simon-Kucher&Partners
About Marc
Marc is a Senior Director in the London office of Simon-Kucher & Partners. He is responsible for the
Life Science practice in the UK.
He is a market expert for France and the UK and focuses on developing international market access
strategies for clients in the pharmaceutical industry. He has worked on numerous products, with
special emphasis on ophthalmology, hematology, oncology, and orphan diseases. In addition, he has
developed strong expertise in pricing, market access and commercial excellence in the pharmaceut-
ical industry. Since joining Simon-Kucher in 2006, he has consulted for leading global healthcare cli-
ents and smaller biotechnology companies. He moved to London in 2013 to lead the Life Sciences
practice.
Benoît Miry (Luxemburg)
Menarini
About Benoît
Benoît has been with the Menarini Group since 2012 and is now responsable for international market
access. Menarini is the leading Italian pharmaceutical company in the world, a guarantee of interna-
tionally recognised quality. The achieved results are proof of an efficient strategy based on Research,
Innovation and Internationalisation, along with the ability to recognize and meet the needs of physi-
cians and patients alike.
Tsveta Milanove (USA)
VP, Corporate Pricing & Market Access, Celgene
About Tsveta
Tsveta works at Celgene EMEA for six years now, most recently as VP Corporate, Pricing and Market
Access. She has led numerous workshops with leading industry experts and also developed market
access strategies for pre-launch products and new indications.
Our speakers

Tim Nugent (USA)
Managing Director, KPMG
About Tim
Tim has provided various services designed to assist clients as a trusted advisor in all areas of
regulatory, compliance, operations and finance within the healthcare industry for over 25 years.
His ability to provide hands-on industry experience to all levels of executives from senior man-
agement to operations brings a distinct client experience. Prior to joining KPMG, Tim spent
eight years at another Big 4 firm as a Director in the firm’s Life Sciences practice. He also was
a leader of the firm's National Government and Commercial Contracting Services practice. In
addition, over the past 4 years Tim has been a practice leader for two publicly traded consult-
ing firms providing various advisory services to the pharmaceutical and medical device industry.
Patrick Palluel (France)
Head of Pricing & Tender Strategy, SPMSD
About Patrick
Patrick has broad operational and marketing 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.
Patrick leads the Pricing & Tender Strategy department at SPMSD in Lyon.
In his role he has developed and implemented new processes and tools to change people’s mindset
on how to work in a tender environment aiming at a pricing & tender excellence across the company.
He also developed many pricing strategies on launching or established brands. Patrick has a back-
ground in international marketing and management as well as in business administration.
Carl Poland
Business Professional Finance/Accounting, Mylan Pharmaceuticals
Christian Rebholz (Germany)
Director, Simon-Kucher & Partners
About Christian
Christian is a director with Simon-Kucher in Munich and member of the Medical Technology compe-
tence team. During multinational assignments Christian has worked on-site at various client locations
in the USA and across Europe. His projects covered clinical areas such as diabetes, cardiology,
radiology, surgery and the treatment of metabolic disorders.
Dirk Scholdei
Senior Pricing Manager, Philips Healthcare
About Dirk
Dirk has a very long professional experience on price setting and catalogue management. He has
been working on quotation systems, deal approval tools and processes.
Bertrand Tardival
Head of Global Pricing, Takeda International
About Bertrand
Bertrand joined Takeda in August 2013 as Head of Global Pricing. Moving from controller to consult-
ant and business development manager for different companies, he has built a broad experience in
the pharmaceutical sector. With Takeda he joined a company that for more than 230 years has been
serving society with innovative medicines, helping patients reclaim valuable moments of life from illness.
Our speakers

Mondher Toumi (France)
Professor, Department of Public Health Research Unit, Aix-Marseille University
About Mondher
Prof. Mondher Toumi is M.D., M.Sc. in Biological Sciences and Ph.D. in Economic Sciences. His
research area focuses on modelling, decision-making and international healthcare policy comparis-
ons. He brings along a wealth of experience from the world’s leading pharmaceutical companies and
prestigious institutions across Europe.
Florian Turk
Vice President, Head Global Market Access & Healthcare Solutions, GSK
Joost Visser (Belgium)
Strategy Development Director, solutions-2
About Joost
Joost has recently joined solutions-2 as its strategy development director responsible for taking the
company to the next level in its development as a deep specialist in advanced analytics and harness-
ing the opportunities that are opening up in the area of (big) data consulting.
Joost’s career spans over 20 years as a marketing, sales and strategy expert working in senior
executive roles in multinational FMCG businesses in Europe and the Americas and as management
consultant in other sectors and industries.
Our speakers

Venue
information
The Grand Hôtel Suisse Majestic
has been completely renovated
in May 2010, but has not lost its
typical Belle Époque charme.
You stay in a luxurious hotel room
with an authentic, wooden floor
and a spectacular view on the lake,
the mountains and the beautiful city
of Montreux.
The hotel is easily accessible by
car and the train station is located
across the street.
Venue Address:
Grand Hôtel Suisse Majestic
Avenue des Alpes 45
1820 Montreux
Switzerland
At the EPP, we are convinced that
surroundings have a big influence on
the state-of-mind of people and their
ability to learn new skills. That’s why
we consistently take special care
all the EPP Events are organised in
Europe’s most beautiful locations.
This year is no difference, as we
have selected Montreux,
Switzerland, as the beautiful scenery
of the 5th
EPP Life Sciences Pricing
Forum.
Montreux is situated at the Genevian
lake and is sheltered by a 2000
meter high mountain peek, to which
the city owes its mild climate and
tropical vegetation.
Not only the outstanding weather
makes Montreux worth to pay a visit,
but also its rich cultural background.
A real music lover will certainly know
Montreux from the “Mountain
Studio”, where amongst others, The
Rollings Stones, Deep Purple and
Queen have recorded some of their
master pieces and will be very eager
to take their photograph taken with
the statues of Freddie Mercury or
blues gitarist B.B. King.
More literary minded people can visit
the grave of Vladimir Nabokov, the
Russian-Amercian writer.
For everyone else, Montreux offers,
on top of the beautiful nature, a wide
variety of festivals and atmospheric
fairs.
The evening event is offered by
Interested in sponsoring future EPP events?
Contact Britt Dejager at britt.dejager@pricingplatform. eu or +32 (0)51 32 03 72

LISTEN
We do the extra mile
LEARN
We know pricing
DISCUSS
Interaction is key
NETWORK
Face-to-face discussions
facilitate learning
REFLECT
Reflection drives action
What makes attending EPP Events unique?
to top speakers from your industry
A carefully selected speaking panel of top pricing professionals, active
within the pharma and medtech. No general, only to-the point, practical
presentations.
real knowledge sharing
We do intensive research of what keeps you up at night and what your
challenges are in the industry. The experts share their approach,
point-of-views, tools and methods to overcome those challenges.
pros and cons, do's and don'ts
We stimulate an atmosphere of discussion and interaction,
the best way to learn.
benefit from a special dinner event
With more than 1000 minutes of network opportunity, you have plenty
of time to connect with your pricing colleagues from all over Europe.
translate into action!
Reflect on your key priorities and learn how to make things happen!
Translate your key learnings into real change.
Becoming a partner... What’s in it for you?
Get affiliated by EPP and
reach a larger audience
Share your content at the
EPP knowledge platform
Showcase your solutions and
generate more business
Find new pricing talent
at the EPP career center
Be part of the solution for
European pricing practitioners
Meet up with pricing practitioners
at our industry events
Interested to join our community? Contact Britt Dejager at britt.dejager@pricingplatform. eu or +32 (0)51 32 03 72

We proudly present the partners of the
EPP Life Sciences Pricing Forum 2015
A glance of who attented 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.
Solutions-2 What you don't see is what you get! That's what we stand for!
At solutions-2, statistics is the passion! With their toolbox of statistical techniques, they
translate numbers into strategic insights that identify solutions to your business problems.
KPMg is a global network of professional firms providing Audit, Tax and Advisory services.
With a worldwide presence, KPMG continues to build on their successes thanks to a clear
vision, defined values and, above all, the people.
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.
SIMON KUCHER & PARTNERS
Strategy & Marketing Consultants

Formula Standard rates Quantity
Pre forum workshop € 850
EPP Life Sciences Pricing Forum 2015 (2 day forum) € 1.599
Pre forum workshop + 2 day forum € 2.449
Consultants & software vendors € 2.990
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Company:
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VAT number (required):
PO number required? Yes (please fill in the PO number) No
Email:
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Forum rates (in euro)

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Registration Form
5th
EPP life sciences Pricing Forum 2015
EPP Life Sciences Pricing Forum 2015: September 22nd - 23rd, 2015
Do you prefer to register online?
Visit www.pricingevents.eu and fill out the online registration form
EPP Participants benefit from 10% reduction or a full free access pass to the Life Sciences Pricing Forum 2015*
Fax this form to +32/51.32.03.73 or mail an electronic copy to: britt.dejager@pricingplatform.eu
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EPP Life Sciences Pricing Forum 2015

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