CBI’s 2nd Annual Forum on Effective Product Pricing and Modeling Strategies

Apr. 6, 2009-Apr. 7, 2009
Crowne Plaza Center City
Philadelphia, PA
www.cbinet.com/show_conference.cfm?confCode=PC09124

Description:

Executives from our Managed Markets Practice will have a number of leadership roles at this conference. Tony Lanzone, Vice President, will serve as Chairman for the event. Campbell Alliance will also present a workshop on lifecycle pricing, as well as a session on contracting.

Abstract:

Life Cycle Pricing: Pricing to Optimize Performance throughout the Product Life Cycle

Organizations invest tremendous amounts of analytical resources into pricing a product for launch. Unfortunately, in many cases that initial price is optimal for only one point in time: at launch. Too often, product planners fail to identify all of the events that are likely to affect a given product during its life cycle. When planners fail to account for those events in the launch price, the impact can spell significant trouble down the road. For example, failure to determine how pricing decisions today could affect a product’s launch into new indications tomorrow can force product managers to leave significant sums of money on the table when they finally do launch into those indications. Similarly, brand teams can set themselves up to fail when, in the initial launch price, they fail to account for future new formulations and strengths, future competitors, and generic entrants into the class.

During this interactive session, attendees will work to determine the optimal launch price for a hypothetical product. They will identify the likely key events that would take place during the product’s life cycle and ensure that those events are reflected adequately in the launch price. Session leaders will use analytical tools to show the revenue effects of good—and bad—decision making.

In addition, attendees will see examples from several real-life case studies of how product planners approached pricing, both successfully and unsuccessfully. The anonymity of all case studies will be protected.

Delegates attending this extended session will

§ Understand the importance of considering a product’s full life cycle when setting its initial launch price

§ Learn a process for making sure they do this properly

§ See the consequences of bad decision making (and the rewards of good decision making) via a case-study approach

How to Avoid Leaving Money on the Table when Contracting with Key Partner Accounts

Payers manage more than 80% of prescription drug expenditures in the US. Although most pharmaceutical and biotech companies know this statistic, many manufacturers still neglect to take a systematic approach to contracting with payers. As a result, many of these companies make one of three key mistakes: 1) failing to rebate aggressively with high-value payers, thereby keeping their net price too high and failing to capture critical market share; 2) spending countless dollars on unnecessary rebates to payers who cannot move market share in a positive direction, thereby eroding their bottom line for no viable business reason; and 3) deciding not to contract in situations that could be beneficial from a business perspective, causing challenges with market access and resulting in significant opportunity costs.

This session will present a systematic approach to evaluating payers to determine when it makes sense to contract and how much to spend on rebates and other price concessions. Delegates attending this session will learn

§ Common mistakes regarding product contracting, illustrated with real-world examples

§ A strategic framework for optimally approaching contracting with payers

§ Key tactics for implementing a systematic contracting process within their organization

View Entire Event Calendar

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