1. 9th Annual
Pricing and Reimbursement
Delivering practical solutions and initiating winning strategies to streamline your P&R decisions
27th - 29th September 2010, BSG Conference Centre, London, UK BOOK NOW!
Key Speakers
Dr. Jorge Mestre-Ferrandiz, Senior Economist, Office of Health Economics
Andrea Rappagliosi, Vice President European Government Affairs & Head of Brussels Office, Glaxosmithkline
Anne-Toni Rodgers, Senior Director, Government Affairs and Public Policy – Europe Middle East and Africa,
Baxter World Trade
Janice Haigh, Senior Director, Pricing and Market Access – Europe, Astellas Pharma
Sarah Pitluck, Director, Global Government Affairs, Alexion Pharmaceuticals
Luis Gonzalez Vaque, Member, British Institute of International and Comparative Law (BIICL)
Trevor Leighton, VP Pricing & Reimbursement, Shire
Dr. Razmic Gregorian, Director, Simon-Kucher & Partner
Prof. Mondher Toumi, Professor Market Access, University of Lyon
Donald Macarthur, independent consultant & Principal, Justpharmareports
Dr. Brian Smith, Editor, Journal of Medical Marketing, Pragmedic
Dermot Glynn, Chairman, Europe Economics
Adam Barak, Head of International Pricing and Reimbursement, United BioSource Corporation
Organised By
Driving the Industry Forward | www.futurepharmaus.com
Media Partners
To Book Call: +44 (0) 20 7336 6100 | http://visiongain.com/pricing

2. Conference Introduction
9th Annual Pricing and Reimbursement
27th - 29th September 2010, London UK
Dear Colleague, Media Partners:
he rancorous debate in the United States over the healthcare reform has finally
T PharmiWeb.com is the leading industry-sponsored portal for the pharmaceutical
come to an end with passing of the landmark healthcare bill. It aims to lower sector. Supported by most of the leading pharmaceutical corporations, PharmiWeb.
the overall cost of healthcare and increase the quality of healthcare for all US com provides dynamic real-time news, features, events listings and international jobs to industry
professionals across Europe and the US.
citizens.
For further information please email: corporate@pharmiweb.com
ealthcare payers in all markets continue to endeavor pricing pressure on
H
BIOTECHNOLOGY EUROPE is owned by BIOTECHNOLOGY WORLD. It is based and
pharmaceutical companies to reduce costs. Bringing you the latest updates in located in Warsaw, Poland. Biotechnology World was founded in 2007 to provide
pharmaceutical pricing and reimbursement, leading experts from Europe and the the world’s biotech and pharma information and market to make it universally accessible and useful for
US, will present the best approaches for market access, and reveal most effective scientific and business processes. Its first step to fulfilling that mission was building the BIOTECHNOLOGY
pricing strategies. EUROPE platform that will allow a quick spread of information in different channels. BIOTECHNOLOGY
EUROPE offers companies completed internet public relations, publication and marketing solutions. One
isiongain is honored to present its 9th Annual Pricing and Reimbursement
V of the mains goals of BIOTECHNOLOGY EUROPE is to integrate the Biotech and Pharma Sector in Europe
Conference, which will not only provide you with an opportunity to understand to global biotechnology, pharmaceutical and life science activities.
the growing importance of payers/restructuring of pharma marketing and sales, For further information please visit www.biotechnology-europe.com
but also examine unique P&R strategies for Japan. Future Pharmaceuticals has forged powerful relationships with key industry leaders to
Driving the Industry Forward | www.futurepharmaus.com
ou will gain an insight into the 2010 reforms and an evolving regulatory
Y provide a platform for successful brand recognition, and for senior decision-makers to
have the means to procure and plan implementation strategies based on the topics covered. Positioned to
landscape helping you to make successful pricing and reimbursement decisions, be an authoritative resource within top pharma companies as well as small, specialty, and biotech, Future
to maximise profit and maintain market share. Pharmaceuticals magazine is geared to create a deep penetration into a highly targeted and responsive
audience, bridging the gap between the industries’ top issues and the solutions top-tier vendors can provide.
Reasons to register today: For further information please visit: www.futurepharmaus.com
• Discover the best methodologies to sustain effect of global recession InPharm is the online platform for exclusive pharmaceutical news, comment, contracts,
• Examine how to price to gain incremental patients in the emerging markets services, jobs and events and is home to InPharmjobs.com, Pharmafile and Pharmafocus.
For further information please visit: www.In-Pharm.com
• Assess the latest developments in HTA policy
Pharma Connections Worldwide® is the leading professional business
• Analyse the impact of the healthcare reform bill in the US networking website focused in the Pharmaceutical, Biotechnology and Life
• Learn how to develop an effective risk management plan Sciences research industry. Our goal is to provide a conduit for delivery of premiere content coupled
with the right clientele in order to facilitate business development opportunities among industry
• ain an insight of your product’s potential price profile and optimise future
G professionals responsible for making key decisions in a global marketplace.
returns For further information please visit www.pharmaconnections.com
• Be part of the unparalleled networking
I look forward to meeting you at the conference
Best regards
About Visiongain:
Visiongain is a specialist business information company focused on providing cutting edge products
and services across the Pharmaceutical/Biotech, Telecommunications, Defence and Finance sectors,
Pranita Nangia which include reports, conferences, online daily news and offline news analysis and bespoke
Conference Producer consultancy. With a commitment to innovation and excellence, visiongain offers flexible solutions
to meet our clients’ business intelligence needs, providing the right information at the right time to
facilitate the commercial decision-making process. Our pharmaceutical products include Pharma
Business Daily, the leading daily email newsletter for the pharmaceutical, biotech and healthcare
Who should attend? industries, and a range of independent, high-quality, in-depth reports covering focused and topical
VPs, Directors, Heads and Managers of: areas of concern. Our pharmaceutical conferences address the hottest commercial, regulatory
• Pricing and Reimbursement
and technical topics and provide an ideal forum for debate and networking for pharmaceutical
• Reimbursement & Market Access
• Strategic Pricing professionals from around the world.
• Price Monitoring For further information, please visit: www.visiongain.com
• Health Economics
• Finance
• Commercial Pricing
• Economics and Government Affairs Sponsorship and exhibition opportunities:
• International Trade and Market Policy This event offers a unique opportunity to meet and do business with some of the key
• Parallel Trade
• Research and Development players in the pharmaceutical and biotech industries. If you have a service or product to
• Business Strategy promote, you can do so at this event by:
• Sales & Marketing
• Brand Management • Hosting a networking drinks reception
• Corporate Strategy • Taking an exhibition space at the conference
• Operations
• Regulatory Affairs • Advertising in the delegate documentation pack
• Public Affairs • Providing branded bags, pens, gifts, etc.
• Outcomes Research
• Contracts If you would like more information on the range of sponsorship or exhibition possibilities for
• Legal visiongain's 9th Annual Pricing and Reimbursement Conference, please contact us:
Others:
Health Policy Advisors, Academics, Solution providers & consultants, Ronald Magali, +44 (0)20 7549 9934
Patient Representatives
ronald.magali@visiongainglobal.com

3. Pre-Conference Interactive Workshop
9th Annual Pricing and Reimbursement
Monday 27th September, 2010, London UK
Bottom of the Pyramid: How to price to gain incremental
patients in the emerging markets
Led by: Cyrus Chowdhury Timings: 9:30 - 10:00 Coffee & Registration
0
Vice President,Global Market Access 10:00 - 17:00 Workshop
Insight Strategy Advisors T
iming includes lunch and refreshment breaks
About the workshop: About your workshop leader:
• n which emerging markets does pricing by ability to pay matter the
I Cyrus Chowdhury is Vice President and leader of the global market
most?
access practice with Insight Strategy Advisors, possessing years
• ow should MNCs customise their portfolios in the emerging markets to
H of biopharmaceutical management consulting experience in the
maximise access by customer segment? emerging and developed markets. His areas of expertise are global
• hat is the role of reference pricing in emerging markets and is there a
W pricing, market access and portfolio optimisation. He has deep
creeping discipline for this outside Europe? therapeutic area knowledge in CNS, oncology and inflammation,
• ow should branded generics be priced relative to other generic
H though his experience canvases many other high growth areas
manufacturer competitors in the emerging markets? within the clinical realm.
• hat type of relationship exists between price and volume in the
W
emerging markets? Mr. Chowdhury has managed and executed pricing and market
• arkets of consideration include, but are not limited to China, India,
M access projects around the world, including within both developed
Brazil, Russia, Mexico, Turkey, and Poland and emerging economies. He possesses experience and a working
knowledge of pharmaceutical pricing and market access policies in
Presentation: HTA’s New Frontier: the US, Japan, UK, Germany, France, Spain, Italy, Canada markets.
Asia’s Emerging Evidence Networks Additionally, he spent time in Asia managing pricing and market
access projects in China, India, Korea and Australia. Today, his
• hat is the progress of HTA adoption in key emerging markets (Korea,
W
Taiwan, Thailand, China, India)?
network spans throughout Central and Eastern Europe, Asia-Pacific,
the Middle East, Latin America and Africa.
• ow can we predict the timing of HTA adoption, implementation, and
H
reliance using macroeconomic indicators?
Prior to joining ISA, Mr. Chowdhury was a Consultant with
• here will these new agencies source their analyses manufacturers,
W Cambridge Pharma Consultancy (now IMS), where he acquired
domestic academic institutions, or international HTA agencies?
extensive training and experience through years of project work.
• hich therapeutic areas are at greatest risk, and in which markets?
W
Additionally, Mr. Chowdhury served as a special independent
consultant to Genzyme. In this capacity, he developed a
comprehensive global parallel trade defense strategy and market
About Insight Strategy entry sequencing for Genzyme while in Oxford. Mr. Chowdhury
also spent two years with Fidelity Investments, specifically focusing
Advisors: on emerging biopharmaceutical and specialty pharmaceutical
Insight Strategy Advisors provides strategic decision-making companies in CNS and Women’s Health. In addition to his
support and consulting services to multinational pharmaceutical commercial experiences, Mr. Chowdhury also performed clinical
companies, governments and non-government organizations on research with the UCLA School of Medicine in the Department of
healthcare and life science issues. The firm’s four practice Urology. He published on such topics as pelvic floor disorders and
areas include Global Market Access, Commercialisation Strategy, bio-identical hormone replacement therapy.
Oncology & Specialty Therapeutics, and US Managed Markets.
Each consultant possesses ‘on-the-ground’ experience in key global Mr. Chowdhury earned a Master in International Health Policy
markets and functional disciplines, combining commercial, policy,
& Economics, with High Distinction from the London School of
clinical and advisory experience. The firm is headquartered in New
Economics, and a Bachelor of Arts in Neuroscience from Boston
York City, with offices in Geneva, Singapore and Philadelphia.
University, summa cum laude. He is frequently invited to speak
For more information, please contact in the EU, Asia and US on topics including emerging markets and
cyrus.chowdhury@insightstrat.com and visit global market access strategy.
www.insightstrat.com

4. Day 1
9th Annual Pricing and Reimbursement
Tuesday 28th September 2010
09:30 Registration and refreshments 14:30 Pricing and reimbursement legislation in Europe:
implementing (and “understanding”) EU and
national Law
10:00 Opening address from the chair
• Pricing systems in the EU
• Europe & the global pharmaceutical market
10:10 HTA/Regulators interaction: An industry perspective
of the pan-European initiatives • Recent trends on pricing
• Assessing value in healthcare • Common misconceptions about pricing and reimbursement in Europe
• eviewing the opportunities for improvement of HTA/Regulators
R Luis Gonzalez Vaque
interaction Member
British Institute of International and Comparative Law
• xamining the limitations of an integrated approach
E Former Adviser European Commission
Andrea Rappagliosi
Vice President European Government Affairs & Head of Brussels Office
Glaxosmithkline 15:10 Impact of health care reform in US on drug
companies
Panel Discussion
10:50 Access mechanisms for orphan drugs: • Assessing the future of medicare and health insurance cover
A comparative study of selected european countries • Examining healthcare funding in the US
• Introduction: Orphan drug regulation and landscape • Analysing the new drug pricing in the US
• Objectives and methods of the study
• Overarching themes 15:50 Afternoon refreshments
• Coverage decisions
• Summary and conclusions 16:10 Progress towards ‘value-based pricing’ in Europe
r Jorge Mestre-Ferrandiz
D Where are we now and where are we headed?
Senior Economist
• Do European payers consider value when taking pricing decisions?
Office of Health Economics
• What mechanisms are in place to measure value?
• What is the role of risk sharing agreements in value-based pricing?
11:30 Morning refreshments
• How do the systems compare (UK, France, Italy, Germany)?
• hat trends do we see in value-based pricing among the different
W
11:50 Assessment of EU market growth of private countries?
healthcare vs public.
• hat are the alternatives to value-based pricing? Is there a risk to shift
W
Increasing private provision of healthcare will involve
from value-based to cost-plus?
addressing traditional ideological concerns, making private
Prof. Mondher Toumi
healthcare more attractive and driving accountability of
Professor Market Access
public healthcare providers University of Lyon
here is the trend line heading? Are traditional levels of public healthcare
•W
provision sustainable?
16:50 How do supply and demand factors affect
• What is the landscape for private healthcare provision in Europe?
market access?
Trevor Leighton
• Key supply side factors that influence market access
Vice President Pricing and Reimbursement
Shire • Key demand side factors that influence market access
• The influence of supply & demand combined: Lessons and Implications
12:30 Economic recovery or healthcare recession? Sara Pitluck
Director
• Healthcare Recession - is it real?
Global Government Affairs
• How are Europe and key governments responding? Alexion Pharmaceuticals
• What does the future hold?
17:40 Closing remarks from the chair
Anne-Toni Rodgers
Senior Director
Government Affairs and Public Policy - Europe Middle East and Africa
17:30 Networking drinks
Baxter
Take your discussions further and build new
13:10 Networking lunch relationships in a relaxed and informal setting.
Due to unforeseen circumstances the programme may change and visiongain reserves the right to alter the venue and/or speakers c Copyright visiongain Ltd, 2010

5. Day 2
9th Annual Pricing and Reimbursement
Wednesday 29th September 2010
09:30 Registration and refreshments 13:10 Networking lunch
10:00 Opening address from the chair 14:30 Discounting from a single EU price is the only
way to go
10:10 Making market access happen: Understanding and • How to value a patented product
overcoming barriers to implementation • How to ensure patients have affordable access
• What’s so special about market access? • Would a reduction in parallel trade matter?
• Why is it so difficult to implement well? Dermot Glynn
• hat do firms do unconsciously that hinders market access
W Chairman
implementation? Europe Economics
• hat does the management research tell us about improving market
W
access implementation? 15:10 Accessing the emerging markets:
Dr. Brian Smith Challenges, opportunities, and success stories
Editor of the Journal of Medical Marketing
• ow to develop a profit optimal international pricing strategy that caters
H
PragMedic
to both the developed and emerging markets
• hat makes emerging markets attractive for big pharma? Drivers for a
W
10:50 Growing importance of payers/restructuring of move into the emerging markets including population, growth, healthcare
pharma marketing and sales to align with these spending, etc.
changes • hy incorporate emerging markets into the global pricing strategy?
W
• Role of payer in establishing market access • ow to characterise the emerging markets: Understanding and
H
characterising the vast array of healthcare systems that exist How to make
• Examine recent strategies the most of the opportunities: How to achieve market access
• hat is the impact of the increasing importance of payers on pharma
W • uccess stories, highlighting what has been done recently by big pharma
S
marketing? to deliver innovation to those who need it
• hat skills and resources are needed to respond effectively to these
W • triking a balance between the opportunities available versus the outward
S
changes? risks of entering emerging markets
• How can pharma acquire these skills and resources?
Dr. Razmic Gregorian
• What will “new pharma” look like? Partner
Simon - Kucher & Partners
Janice Haigh
Senior Director
Pricing and Market Access - Europe
15:50 Afternoon refreshments
Astellas Pharma
16:10 Pricing, reimbursement and market access strategies
11:30 Morning refreshments
for orphan medicines
• What orphan medicines are and what challenges they present to payers
11:50 Latest P&R Strategies for Japan: What are the key
• Which incentives are or are not available to manufacturers
issues?
• he emerging new approach to how European payers may in future review
T
• Is Japan still a key market?
reimbursement for orphan medicines
• Launch pricing principles
• Pricing and reimbursement processes and practices
• Price revision processes
• Examples of different approaches for market access for orphan medicines
• 2010 reforms
Adam Barak
• How big a threat are generics? Head of International Pricing and Reimbursement
United BioSource Corporation
• Key role of distribution
Donald Macarthur
Independent consultant & Principal 16:50 Chair’s closing remarks
Justpharmareports
17:00 End of Conference
12:30 Pricing and Reimbursement and market access
strategies for new CNS products
• Is the bright future of exciting new CNS products constrained by P&R
trends
• Drivers of P&R strategies for CNS products
• Regional differences, future trends and expected developments

6. Registration Form
9th Annual Pricing and Reimbursement
27th - 29th September 2010, London UK
Angel
For multiple bookings Pentonville Road
Photocopy this form Conf. code VG 9th Annual Pricing and
Ci
ty
Ro
Reimbursement
ad
Standard Prices
13th - 14th April 2010
Conference and workshop Fee: £1699 VAT: £297.33 Total: £1996.33 Old Street
Conference only Fee: £1299 VAT: £227.33 Total: £1526.33
Location: SG Conference Centre
B
Old Street
Workshop only Fee: £599 VAT: £104.83 Total: £703.83
Address:
226-236 City Road
London
City Road
Promotional Literature Distribution
EC1V 2TT
Distribution of your company’s promotional literature to all conference attendees UK
Fee: £999 VAT: £174.83 Total: £1173.83
Details
How to book
Forename: Surname: Email: conferences@visiongainglobal.com
Web: http://http://visiongain.com/pricing
Job Title: Company: UK Office:
Tel: +44(0) 20 7336 6100
Main Switchboard Number: Fax: +44(0) 20 7549 9932
Visiongain Ltd
Address: BSG House
226-236 City Road
London
EC1V 2QY
UK
Country: Postcode:
General information
Venue: Directions: BSG Conference Centre 226 – 236 City Road, London, EC1V 2TT. United
Phone: Fax: Kingdom. Closest tube station is Old Street (Northern Line). Accommodation: Travelodge London City
Road Hotel, 7-12 City Road, London, EC1Y 1AE, Tel: 0871 984 6333, Fax: 0207 628 2503,
Email: http://www.travelodge.co.uk/search_and_book/hotel_overview.php?hotel_id=340
Payment terms: Visiongain require the full amount to be paid before the conference. Visiongain
Signature: Ltd may refuse entry to delegates who have not paid their invoice in full. A credit card guarantee may
be requested if payment has not been received in full before the event. Visiongain Ltd reserves the
I confirm that I have read and agree to the terms and conditions of booking right to charge interest on unpaid invoices.
Substitutions/name changes or cancellations: There is a 50% liability on all bookings once
made, whether by post, fax, email or web. There is a no refund policy for cancellations received on
Methods of payment or after one month before the start of the event. Should you decide to cancel after this date, the
full invoice must be paid. Conference notes will then be sent to you. Unfortunately, we are unable
Payment must be made in sterling
to transfer places between conferences and executive briefings. However, if you cannot attend the
By Mail: Complete and return your signed registration form together with your cheque payable conference, you may make a substitution/name change at any time, as long as we are informed in
writing by email, fax or post. Name changes and substitutions must be from the same company or
to Visiongain Ltd and send to: visiongain Ltd, BSG House, 226-236 City Road, London, EC1V 2QY, UK organisation and are not transferable between countries.
By Fax: Complete and fax your signed registration form with your credit card details Invoice alterations: There will be an administration charge of £50 for any changes to an invoice,
excluding substitutions/name changes, requested by the customer. This will be charged to the
to +44 (0) 20 7549 9932 customer by credit card prior to the changes being made.
By Phone: Call us on +44 (0) 20 7336 6100 with your credit card details Indemnity: Visiongain Ltd reserves the right to make alterations to the conference/executive
briefing content, timing, speakers or venue without notice. The event may be postponed or cancelled
By Credit Card: Fill in your card details below and fax back to +44 (0) 20 7549 9932 due to unforeseen events beyond the control of visiongain Ltd. If such a situation arises, we will try
to reschedule the event. However, visiongain Ltd cannot be held responsible for any cost, damage or
By Bank Transfer: expenses, which may be incurred by the customer as a consequence of the event being postponed or
Visiongain Ltd A/C: visiongain Ltd cancelled. We therefore strongly advise all our conference clients to take out insurance to cover the
cost of the registration, travel and expenses.
Barclays Bank Sort Code: 20-71-64
Data Protection: Visiongain Ltd gathers and manages data in accordance with the Data
Piccadilly Branch Account No: 6038 7118 Protection Act 1988. Your personal information contained in this form may be used to update you on
48 Regent Street Swift Code: BARC GB22
visiongain Ltd products and services via post, telephone, fax or email, unless you state otherwise. We
may also share your data with external companies offering complementary products or services. If you
London W1B 5RA, UK IBAN: GB80 BARC 20716460387118 wish for your details to be amended, suppressed or not passed on to any external third party, please
send your request to the Database Manager, visiongain Ltd, BSG House, 226-236 City Road, London,
Please debit my credit card:
EC1V 2QY. Alternatively, you can visit our website at www.visiongain.com and amend your details.
Access MasterCard Visa American Express Please allow approximately 30 days for your removal or update request to be applied to our database.
Following your removal or update request, you may receive additional pieces of communication from
visiongain Ltd during the transitional period, whilst the changes are coming into effect.
Fee: The conference fee includes lunch, refreshments and conference papers provided on the day.
Card number:
This fee does not include travel, hotel accommodation, transfers or insurance, (which we strongly
recommend you obtain).
VAT: VAT will be charged at the local rate on each conference. Delegates may be able to recover VAT
Expiry Date: incurred by contacting Eurocash Corporation plc +44 (0) 1273 325000, eurocash@eurocashvat.com.
Eurocash specialise in recovering cross-border VAT.
Security number (last 3 digits on back of credit card): How we will contact you: Visiongain Ltd’s preferred method of communication is by email and
phone. Please ensure that you complete the registration form in full so that we can contact you.
Signature:
Unable to attend
Cardholder’s name: Obviously nothing compares to being there but you need not miss out. Simply tick the box and send
with your payment. You will receive your copy of the event CD Rom two weeks after the event.
Yes, please send me a copy of the CD for Price£550 VAT:£96.25 Total:£646.25
News updates
Office use only
Please tick if you do not want to receive email news updates in the future
http://visiongain.com/pricing