Pricing & Market Access Training

Executive training courses for the pharmaceutical industry

Inpharmation delivers the pharmaceutical industry’s leading pricing and market access training course. As well as gaining insight from decades of experience in providing pricing and market access strategic recommendations, you’ll learn about:
  • How payer education can increase the validity of payer research and, for example, increase a measure of question comprehension up to 3x.*
  • How using validated pharmaceutical pricing research methods are up to 79% more accurate than traditional pricing research methods.**
  • How using econometric methods can help you achieve up to a 93% success rate when investigating the market access prospects for your brand.***
Upcoming dates & locations of the How to Price Better than Your Competitors: Essential Insights, Principles & Techniques for Successful Market Access course:
7-8 December 2023, live online
14-15 March 2024, face-to-face in Brussels
18-19 June 2024, live online
10-11 October 2024, face-to-face in Brussels
12-13 December 2024, live online
Click here for more information
*Increase in measure of payer understanding of questionnaire following Payer Summit process.
**Independent comparison of direct pricing methodologies.
***Based on econometric modelling 93% predictive validity.
Proportion of course attendees rating as satisfied.

Many global pharma executives are alumni of the Value Pricing for Market Access Course delivered by Inpharmation’s Founder and Chairman, Gary Johnson. The course is held online or in Brussels and other major European cities, organized under the auspices of the Centre for Executive Leadership for the Pharmaceutical Industry.

All information is directly accessible at: fundamentals.

This is the industry’s leading pharma market access training course because it explains:
  • The timeless principles of pricing and market access: enduring principles that hold constant even in today’s fast changing environment.
  • The language of pharma pricing and market access: clarity on the concepts and language that confuse many pharma executives.
  • Major national pricing and market access systems: a helicopter view of pricing and market access systems and learn how all country pricing systems fall into one of just a very few prototypes.
  • Health economics and pricing: why setting prices with health economics is not the same as defending prices with health economics.
  • How payers respond to your product’s profile: measuring the strength of your clinical profile and how much “pricing power” it affords you.
  • Talking to payers: evidence-based techniques for getting the most accurate feedback when you conduct pricing research with payers.
  • Analyzing payer behavior to predict market access: past payer behavior as a powerful predictor and explainer of future pricing behaviour.
  • The international pricing system: correctly predict its impact on your prices around the globe.
  • Implementing a pricing and market access strategy: how to implement a strategy and what to do when you run into trouble.
Pharmaceutical executive training course attendees

“Very complete overview of what you should think of when developing your pricing strategy.”


“Fantastic course, touched on all the relevant aspects of pricing and expertly dealt with complex issues in a comprehensive manner.”

Global Pharma

“…makes complex subjects very easy to understand.”

Top 10 Pharma Company

“A really practical well explained course.”

Top 20 Pharma Company

“…makes complex subjects very easy to understand. This reveals a deep knowledge of the subject. Extremely good communication; simple, clear and objective.”

Top 10 Pharma Company

“The course was well worth the two days spent and has provided insights which will have practical application immediately and in the medium term.”

Top 10 Pharma Company

“An extremely insightful course, set out in a simple and effective format with real world examples to go back and put into practice. I can highly recommend this course.”

Top 20 Pharma Company

“Perfect balance between breadth and depth.”

Top 10 Pharma Company

“Very interesting…”

Global Big Pharma

“Thank you for a very good course and for interesting, useful information.”

Top 10 Pharma Company

Evidence-based pharma market access training

Inpharmation champions an evidence-based approach to pricing for the pharmaceutical industry. By attending this training course you’ll receive a focused overview of the pricing approaches, models and methodologies that have been proven to work for the pharmaceutical industry. Don’t just take our word for it – 91% of course attendees are highly satisfied by the course.

Course participants receive a free copy of the industry-leading text Value Pricing for Market Access:  Evidence-based Pricing for Pharmaceuticals by Gary Johnson. A number of the world’s leading pharma companies batch order this book to help instill an evidence-based approach to pricing in their organizations.

To book, please visit fundamentals.



Sales Forecasting for Pharmaceuticals

An evidence-based approach

By Gary Johnson

Value Pricing for Market Access

Evidence-based pricing for pharmaceuticals

By Gary Johnson

Pharma-Specific Conjoint

Evidence-based conjoint analysis for an evidence-based industry

By Gary Johnson

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Please note that Inpharmation literature and case study materials constitute Inpharmation intellectual property and are intended for the pharmaceutical industry. Inpharmation is under no obligation to distribute these materials to non-pharmaceutical industry employees or competitors.

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