• Alan_Crowther

    Alan Crowther

    Alliance Life Sciences

  • Michael_Herepath

    Michael Herepath

    Optimal Access Life Science Consulting Ltd.

  • Ruven_Eulen

    Ruven Eul

    Highpoint Solutions

  • Raj_Kanapathy

    Raj Kanapathy

    Philips Healthcare

  • Richard_Charter

    Richard Charter

    BD Medical

  • Alexandra Staufer Photo

    Alexandra Staufer

    Mundipharma International

  • Manish_Sharma

    Manish Sharma


  • patrick_palluel

    Patrick Palluel

    Sanofi Pasteur MSD

  • Christian_Schuler

    Christian Schuler

    Simon-Kucher & Partners

  • Gerald_Schnell

    Gerald Schnell

    Simon-Kucher & Partners

  • Ed_Schoonveld

    Ed Schoonveld

    ZS Associates

  • gustavo photo 2

    Gustavo Saraiva

    Otsuka Pharmaceuticals Europe

  • Enkhjavkhlan_Tsogtbaatar

    Enkhjavkhlan Tsogtbaatar

    University of Pennsylvania

  • Benoit_Miry

    Benoît Miry


Pricing under Pressure

Healthcare companies are on the defensive on pricing with negative headlines everywhere. And there is no end in sight to the pressure on pharmaceutical pricing.

That’s why the European Pricing Platform (EPP), Alliance Life Sciences and Highpoint Solutions organise for the 6th time their #1 global pricing and profit optimisation event focused on Life Sciences and their pricing challenges.

This year’s conference will again take place over 2 days and the agenda has been built to provide compelling plenary sessions as well as cater for Pharma-Biotech-Generics and Medtech tracks with some of the most influential industry experts and some practical and tangible case studies.

Developed by pricing people for pricing people, this one-of-a-kind event addresses today’s pricing and profitability management challenges, and is designed to help Life Sciences manufacturers adapt their strategies and business models to meet commercial and strategic objectives.

  • This forum will allow you to take the pulse of what is happening for strategies, processes and technologies, as well as hear approaches you might not have been aware of.
  • This forum will help build your and your teams’ knowledge, providing you the opportunity to discuss, learn and challenge how you might apply it in your company to improve performance.

I look forward to seeing you in Montreux for another successful forum. If one of your colleagues would benefit from this forum please pass it on!  And register now!

Best regards,

Britt Dejager
Forum Manager Life Sciences

The outcome of last year’s forum 2015       The outcome of the EPP Life Sciences Executive Briefing 2016
How did the attendees of the 5th EPP Life Sciences Pricing Forum 2015 benefit from their presence? Read all about it in our report.       Read the summary of the presentations and our conclusions in this published document from Neil Grubert, Prof. Smith (Bocconi and Hertfordshire University) and Florian Turk (GSK).  These conclusions will form the basis for keynotes, breakout sessions, discussion and debate during the 6th EPP Life Sciences Pricing Forum.
 Post Forum Report_COVER  Key Lessons_COVER


9 reasons why you should attend the 6th EPP Life Sciences Pricing Forum 2016

  1. Forum agenda topics fine-tuned with key industry  influencers. Meet the Life Sciences steering committee.
  2. Get an exclusive first look at new research and survey data
  3. Interactive workshops with pharma/generics and medtech/biotechnology tracks
  4. Discuss, learn and challenge both strategic and tactical topics
  5. Learn from reflection on your own business reality and discover creative solutions to your challenges
  6. Face-to-face conversations with top industry experts and your pricing peers during the innovative and interactive forum formats
  7. Learn how to eliminate risk and enhance revenue growth
  8. Be a part of business critical conversations, taking your industry forward.
  9. Over 900 minutes of networking opportunities, including a free dinner and evening activity, offered by Highpoint Solutions

Who should be attending?

This year again 100+ attendees will gather to discuss and reflect on the latest pricing and market access trends, learn about best business practices and meet world’s best experts in pricing and profit optimisation. The EPP Life Science s Pricing Forum brings together leading practitioners and experts to discuss, reflect, network and share. The forum is tailored for value, know-how and a unique opportunity for key stakeholdes such as CFO/commercial controller/Pricing and market access leads and VPs /Commercial /Sales Ops /Marketing/CIOs/commercial IT

More info contact britt.dejager@pricingplatform.eu or call +32/473.71.76.

This is an event you must attend!


    With more than 1000 minutes of network opportunity, you have plenty of time to connect with pricing colleagues from all over Europe.


    We stimulate an atmosphere of discussion and interaction, the best way to learn.


    A carefully selected speaking team of top pricing professionals, all active within your industry. No general talk, but only to-the point and useful presentations.


    Reflect on your key priorities and how to make it really happen !  Translate your key learnings into real change.


The agenda of this 6th edition of the EPP Life Sciences Pricing Forum covers the top challenges and issues (non-exhaustive):

The spotlight is turned on all the major pricing and profit optimisation issues that global organisations in Life Sciences are faced with right now.

This Forum focuses on the industry’s need to optimise price, profit and revenue lifecycle processes.

Strategy and commercial outlook 
A constant theme in the commercial environment is one of pricing pressure from payers. The conference will start with a look at how to defend and pushback against the challenges of the constant and increasing pressure of challenging healthcare budgets.

Planning for profit optimisation
A review of how to plan for optimal pricing and fair profits in an increasingly difficult environment.

Day two focuses on the execution of pricing strategies in the increased challenges of the pricing world by focusing on everything from measuring to implementation.

19 Sep
Tender Management Excellence Alan_Crowther Alan Crowther - Alliance Life Sciences

Best-in-class analyses in your tender toolkit
Balance support in local and global needs.
Plan for the market!

19 Sep
09:00 - 17:00
Myths and realities on International Price Referencing – How, when and what? Christian_Schuler Christian Schuler - Simon-Kucher & Partners

The fundamentals of IPR
With selected case studies
IPR and the Brexit

September 20th 2016
8:30 - 9:00 Registration Alliance square Euroteken

Time to get your registration badge and a good cup of coffee

9:00 - 9:15 Michael_Herepath The opening energizer from our moderator Michael Herepath - Optimal Access Life Science Consulting
09:15 - 10:00 Keynote session Ed_Schoonveld ZS_associates_logo Shaping the Pricing Environment in the Life Sciences Industry Ed Schoonveld - ZS Associates


  • Public pressures on drug companies
  • Impact of US market changes
  • Payer reactions to increasing number of high cost innovations
  • Implications for industry
  • How do we change the discussion: Some specific recommendations
10:00 - 10:30 Debate and panel discussion DSC_7604 Euroteken Healthcare companies under (pricing) pressure

Following our first keynote, we will have an animated panel discussion with the participation of all concerned parties: practitioners, payers and patients. You’ll certainly find some answers and insights here.

10:30 - 10:45 Coffee Break Female hands holding black tablet pc and cup of coffee closeup. Mobile computer with touch screen working as book. Popular gadget, modern lifestyle, business life, morning coffee concept Euroteken A chance to network - And enjoy a good cup of coffee
10:45 - 11:30 Keynote session gustavo photo 2 Otsuka logo How to price innovation? Gustavo Saraiva dos Anjos - Otsuka Europe
  • Develop services that improve outcomes and efficiency (risk profiling to predict crisis risk, improve clinical decisions and focus resourcing)
  • Add service that enhances patient outcome beyond clinical trials – how to price technologies which improve adherence and clinical decision making
  • Early price input on clinical trial to focus on those patients that achieve greater benefit
11:30 - 12:30 Breakout session Pharma&Generics Track EB_LS2015_10 Euroteken Real World Evidence in Pricing

Breakout session Medical Devices&Diagnostic Track DSC_7688 Euroteken Real World Evidence in Pricing
12:30 - 13:30 Lunch break time_for_lunch The chance to meet with your peers - And enjoy a healthy lunch!
13:30 - 14:30 Breakout session Pharma&Generics track Alexandra Staufer Photo Mundipharma_logo A presentation on Innovative pricing agreement types across the EU5 Alexandra Staufer - Head of Pricing - Mundipharma

A presentation on variations in stakeholder preferences between innovative pricing agreement types across the EU5

  • Payer insights on resonance and ability to implement innovative agreements with different payer stakeholders in EU5
  • What does the current spectrum of innovative pricing approaches used by payers today look like and how has the situation evolved
  • Are payers willing to consider novel pricing approaches and does this vary by product, therapy area or Payer type
  • What are the drivers and restraints to adoption of innovative pricing agreements?

Note: the presentation is from 13:30 – 14:15.


Breakout Session Medtech track Gerald_Schnell Logo Simon & Kucher Pricing 2.0 – How to maximize value extraction in a constraint environment Gerald Schnell - Simon-Kucher & Partners
  • Gaining competitive advantages through innovative contracting
  • Charging for services through smart pricing
  • Bringing economic value into the price negotiations
14:30 - 15:30 Breakout Session Pharma&Generics Track patrick_palluel Sanofi-Pasteur-MSD-logo Designing Pressure-Proof In-Line Price Guidelines Patrick Palluel - Sanofi Pasteur MSD

Setup and optimise net price targets to maximise profits. Going beyond a simple country net floor or country net target.

Breakout session Medical Devices&Diagnostics Track EB_LS2015_02 Euroteken Pressure-Proof In-Line Price Guideline Setting in Medical Device

Setup and optimize net price targets to maximize profits. Going beyond a simple country net floor or country net target.


15:30 - 15:45 Coffee Break Female hands holding black tablet pc and cup of coffee closeup. Mobile computer with touch screen working as book. Popular gadget, modern lifestyle, business life, morning coffee concept Euroteken A chance to network! - And enjoy a good cup of coffee.
15:45 - 16:30 Keynote session Alan_Crowther3 Alliance square Planning for Loss-of-Exclusivity: Managing the Ongoing Wave of Patent Expirations Alan Crowther - Alliance Life Sciences

Loss-of-exclusivity is not the end of a product lifecycle, but the start of another phase of innovation. From extending a product, combination products, innovations in packaging and delivery and strategies for dealing with margin pressure, there are many areas of innovation. A comprehensive look at the strategies and planning tactics to consider when planning for LOE.

16:30 - 17:15 Keynote session KPMG_Mylan Euroteken Measuring the Impact of the Pricing Function

One critical aspect of the pricing function is not just pricing for the value of products being priced, but the value of the pricing function. It is critical to secure the resources needed to price effectively to show the value and have support of senior stakeholders. This presentation will present how to measure the impact of a pricing function.

17:15 - 17:30 Michael_Herepath DSC_7672 Wrap up of the day Michael Herepath

Closing remarks from the moderator and your invitation to join us for the evening activity!

18:00 - 23:00 Evening networking activity TdC_Lne2_320x320 TdC_Lne1_320x320 At the heart of the heritage

European Pricing Platform and Highpoint Solutions are happy to invite you to this spectacular evening activity: a gourmet cruise on the Geneva Lake.

Take the opportunity to enjoy a delicious menu while discovering the landscapes of Lake Geneva. An unique perspective on : the Lavaux vineyards – UNESCO World Heritage and the Chillon Castle. The subtle combination of an escape to the lake and a fine dining experience.

September 21st 2016
8:30 - 9:00 Good morning coffee Female hands holding black tablet pc and cup of coffee closeup. Mobile computer with touch screen working as book. Popular gadget, modern lifestyle, business life, morning coffee concept Euroteken Enjoy a good cup of coffee
9:00 - 9:15 Opening energizer Michael_Herepath Recap of day 1 with our moderator Michael Herepath - Optimal Access Life Science Consultancy
09:15 - 10:00 Keynote session tender_management Euroteken Review of the Price Negotiation Models and Impact on Price Execution

Look across Europe for various negotiation models and how organisations can best work with local affiliates to support and provide insight needed to conduct effective price negotiations.

10:00 - 10:30 Debate and panel discussion Wolfram_Hanno Euroteken Price Negotiations with Authorities – from a payer perspective

How are price negotiations with authorities evolving? A payer’s view on price negotiations, with a view to how it should impact the approach that pharmaceutical companies should take to pricing.

10:30 - 10:45 Coffee Break Female hands holding black tablet pc and cup of coffee closeup. Mobile computer with touch screen working as book. Popular gadget, modern lifestyle, business life, morning coffee concept Euroteken A chance to network - And enjoy a good cup of coffee
10:45 - 11:45 Breakout Session Pharma&Generics Track Enkhjavkhlan_Tsogtbaatar Euroteken Building & Using Drug Price Indices to Measure Negotiation Effectiveness Enkhjavkhlan Tsogtbaatar - MBA Candidate at The Wharton School - University of Pennsylvania
  • How to build drug price indices?
  • Types of drug price indices
  • Why pricing managers need drug price indices?
  • Use of pricing indices in measuring negotiation effectiveness
  • Shortcomings of future use of drug price indices


Breakout session Medtech&Diagnostic track BD_logo Richard_Charter Pricing for medical devices, in the context of ‘pharma-precedence’ Richard Charter - BD

Too often what can be done for value based pricing in pharma has fundamental challenges for device companies, and therefore different approaches need to be considered.  If value based pricing is to be implemented, it must be fit for purpose at the right point in the product life-cycle.  Three bullet points and takeaways:

  • The 6 differences between medical device value assessment and pharmaceutical value assessment
  • Risk sharing agreements and how they can be implemented via Real World Evidence
  • De-linking the reimbursement pathways and HEOR evidence generation
11:45 - 12:30 Keynote session Manish_Sharma Ruven_Eulen Addressing the Global and Local needs of Effective Tendering Ruven Eul & Manish Sharma - Highpoint Solutions & Shire

Insights through Practical Experience and Benchmarks from the Industry

The ability to strategically and operationally address tendering in global markets continues to be of critical importance given increasing competitive factors in the industry.

Ruven Eul from HighPoint Solutions and Manish Sharma from Shire

will present their own experience addressing effectively the needs within tendering at both the local and global level. Our presenters will share insights and benchmarks gathered and studied from the pharmaceutical and medical device industry as part of this session.


12:30 - 13:15 Time for lunch time_for_lunch Euroteken A chance to meet with your peers - And enjoy a healthy lunch
13:15 - 14:00 Keynote session Business Networking Euroteken Visualising Pricing Insights

Visualising business insights is more important than ever for communication. A visualisation expert leads a discussion of best practice ways to share pricing insights to all stakeholders internally? A review of the best ways to communicate insights and information around pricing and reimbursement across all aspects of pricing.

14:00 - 15:00 Breakout Session Pharma&Generics Track Christian_Schuler Logo Simon & Kucher (1) Pricing and Reimbursement for curative therapies/gene-therapies Christian Schuler - Simon-Kucher & Partners

P&R for curative therapies/gene-therapies

  • Cure as a paradigm shift in medicine
  • Challenges of pricing a cure
  • How to monetize a cure
  • Innovative contracting for new therapies
  • Unique payment models for a cure


Breakout session Medtech&Diagnostic track Logo Philips Raj_Kanapathy Value communication – a sales tool to get better prices Raj Kanapathy - Philips Healthcare
  • Once you complete segmenting your customers and understand the value your solutions create for each segment.
  • After you quantify the created value and
  • finally create pricing based on customer value created.

Your sales team still have to sell at the price you set. Do they understand how this price reflects the value created? Are they able to communicate this value and justify the price to customers? Value calculators are an invaluable tool to achieve this end.

15:00 - 15:45 Keynote closing session Wharton_School Smart Pricing Prof. John Zang - University of Pennsylvania Wharton School of Business

Thought provoking presentation on innovative ideas in pricing.

15:45 - 16:00 Closing sesssion Michael_Herepath Euroteken Wrap up by the moderator Michael Herepath

The moderator – together with EPP – sums up the key take-aways from the last 2 days.

Contact Forum Producer

Britt Dejager


The 6th EPP Life Sciences Pricing forum starts on Monday, September 19, 2016 with 2 workshops, focusing on two specific aspects of the Life Sciences pricing challenges.

Tender Management Excellence


  • Best-in-class analyses in your tender toolkit
  • Balance support in local and global needs.
  • Plan for the market!


Alan Crowther (USA) Alliance Life Sciences


Myths and realities on International Price Referencing – How, when and what?

19Sep09:00 - 17:00

  • The fundamentals of IPR
  • With selected case studies
  • IPR and the Brexit


Christian Schuler (Germany) Simon-Kucher & Partners



If you are interested to share your expertise or discuss with focus groups about your industry challenges, please send your contact details and session suggestions to britt.dejager@pricingplatform.eu.


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.



Michael Herepath (United Kingdom)

Managing Director Optimal Access Life Science Consulting Ltd.

About Michael

Because there’s no substitute for experience!  Qualified as a clinical pharmacist and with pharma, consultancy, payer and clinical pharmacy experience in all key therapy areas, he has worked with a large range of pharmaceutical and biotechnology companies, as well as the leading medical technology companies.
He’s our man who sets the context, drives the discussion, engages you in a lively discussion, enables you to feel comfortable and involved and synthesizes what you have heard.


Ruven Eul (Germany)

Manager of the European Life Sciences Highpoint Solutions

About Ruven

Ruven is a Manager of the European Life Sciences at HighPoint Solutions based out of Zug, Switzerland. Ruven has worked for around 8 years in Germany for much of his career at companies such as Pfizer and BMS in local, regional and global roles. Ruven comes from a deep background in the areas of Commercial Excellence with strong domain experience in CRM, Commercial Analytics, and Tendering working with industry leading products such as Veeva. Ruven has been involved in rollouts of Veeva as a Deployment Lead for multiple countries and as a Subject Matter Expert for Tender Management projects within Europe.




Julie Spiesser (France)

Associate Vice President Global Strategic Pricing Sanofi

About Julie

Julie Spiesser is a Health Economist specialized in Market Access and Pricing. She has been working for the Pharma industry since 15 years. She started her carreer at Sanofi R&D working in Psychiatry and Cardiovascular area. She joined the Sanofi European team as Senior Market access Manager and took later on the position of European Outcomes Research Director at Pfizer for anti-infective Disease Area. And since 2010 she is heading the Global Strategic Pricing team of Sanofi.


Tsveta Milanova (USA)

VP Corporate Pricing & Market Access Celgene

About Tsveta

Tsveta Milanova 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.

Photo Daniel Cho

Daniel Cho (Germany)

Director Marketing, Global Pricing & Competitive Portfolio Analytics - Patient Care and Monitoring Solutions Philips Healthcare

About Daniel

Daniel Cho is currently the Director of Global Pricing for Patient Care and Monitoring Systems, a 3B Euro Business Group under Philips Healthcare. He heads a team of Pricing Managers to use Pricing as a tool to maximise the profitability of PCMS by better manage the Creation, Capturing and Maintenance of the values PCMS can deliver to their end customers.

Square photo Gustav Ando

Gustav Ando (UK)

Director, Life Sciences IHS

About Gustav

Gustav Ando leads the Life Sciences practice at IHS. Having joined the company as a pharmaceutical analyst in 2004, Ando has extensive experience in the fields of market access, therapeutic development, drug safety, emerging markets and health outcomes.


Sara Aswegan (Switzerland)

Vice President, PSTL & Head New Products, GI BU Shire

About Sara

Sara leads the Product Strategy Teams for the MPS II Business in the Rare Disease Business Unit. Her team supports the second largest revenue contributor for Shire with ELAPRASE, as well as plans for commercial success with the development products for Hunter CNS. She works cross functionally within the organization to ensure global success for these important areas, including working closely with the global and regional teams, the franchise and commercial leadership teams.


Adam Plich (The Netherlands)

VP, Head of Pricing & Market Access Europe TEVA Pharmaceutical Europe

About Adam

Adam has been working with Teva since 2012 as Head of Pricing and Market Access, first based in London now in Amsterdam.  Teva Pharmaceutical is the world’s largest generic medicines producer, leveraging its portfolio of more than 1,000 molecules to produce a wide range of generic products in nearly every therapeutic area. In specialty medicines, Teva has a world-leading position in innovative treatments for disorders of the central nervous system, including pain, as well as a strong portfolio of respiratory products.


Finn Ziegler (Denmark)

Director, Global Patient Access LEO Pharma

About Finn

Finn has recently joined LEO Pharma, after having worked for 6 years as International Contracts and Pricing Manager with Amgen, responsable for pricing and contract strategy and implementation.

His specialties lie in the domain of pricing research & strategies, health economics, public procurement and reimbursement of pharmaceuticals, public policy & affairs, think tanks, parallel trade and reference pricing in the pharmaceutical industry

Bertrand Tardivel

Bertrand Tardivel (Switzerland)

Head of Global Pricing Takeda Pharmaceuticals International

About Bertrand

Bertrand joined Takeda in August 2013 as Head of Global Pricing. Moving from controller to consultant 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.

gustavo photo 2

Gustavo Saraiva (UK)

Head of Pricing and Access Intelligence Otsuka Pharmaceuticals Europe

About Gustavo

Gustavo is the head of the Pricing and Access Intelligence at Otsuka Pharmaceuticals Europe, where he is in charge of developing the pricing strategies for the entire product portfolio as well as providing business intelligence insights to the global organisation. His previous years indicate his wealth and expertise in the finance industry before transitioning into Pricing and Market Access. Prior to joining Otsuka he worked with LEO Pharma for three years as a Global Pricing Manager where he had to manage both strategic and operational pricing at a global and local level. Gustavo graduated in Business administration and has a Masters degree in Finance from NOVA School of Business and Economics in Lisbon – Portugal. He also holds an MBA from Universidade Federal Fluminense in Rio de Janeiro – Brazil.


“It’s much more lively and interactive!”

Madalina Preda, European Pricing Supervisor at Corning BV

It is much more lively and focussed on burning issues in the Life Science markets.

“This is a really good environment to be in.”

Klaas Postema, Executive Director Market Access at Actavis

I’m open to the discussion to sharpen the mind. This is a really good environment to be in.

“Not theory, but successes and an opportunity to learn”

Marina Araujo, Senior Pricing Analyst EMEA Surgical Devices at Covidien AG

It was really worth it attending as companies presented real cases of pricing strategy and execution. Not theory, but successes and an opportunity to learn.

Meet pricing decision makers from:


> Grand Hotel Suisse Majestic –  Be quick, a limited number of rooms available at EPP preferred rates!

This majestic 4 star hotel was originally built during the Belle Epoque in 1870 and entirely renovated in 2010. The hotel is just on the lakefront and so you get a phenomenal view of the lake, the promenade, the gardens and of course the snow capped mountains. The train station of Montreux is just opposite the Grand Hotel Suisse Majestic and there is easy access by car as well. A few steps away you can find the steamboat landing stage, the congress centre and the shopping area. Take a look at this inspiring hotel!

Isn’t this the ideal location for an inspiring pricing event?

Please note that we have a limited number of rooms at preferred rates at our disposal!  So if you want to benefit from the preferred EPP  rates for your overnight stay at this great hotel, contact Britt Dejager on britt.dejager@pricingplatform.eu to book now!

Avenue des Alpes 45, 1820 Montreux, Zwitserland
+41 21 966 33 33              www.suisse-majestic.com

Photo Grand Hotel Suisse Majestic

Snow capped mountains…

Grand Hotel Suisse Majestic5

…with a great view to the lake…

Grand Hotel Suisse Majestic3

…all comfort in the Belle Epoque…

Grand Hotel Suisse Majestic2

Meet, learn and discuss…

Grand Hotel Suisse Majestic4

…in an inspiring environment.











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