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Cambridge Academy of Therapeutic Sciences


Developing a Successful Biopharmaceutical Pricing & Market Access Strategy

This course will provide academic researchers working in drug discovery and development with a deep understanding of biopharmaceutical pricing and market access, while outlining the key early considerations which need to be made to allow the right treatment to get to the right patient, at the right time and at the right price. Understanding how basic and early translational research outcomes can impact industry go / no-go and commercial strategy decisions will allow a more holistic view of the challenges and potentials in the development of novel biopharmaceuticals.

Join us for a 6 week virtual course to develop the knowledge and skills required to deliver a successful Life Science commercial strategy and become an industry leader.

6 Virtual Sessions, Once Weekly, 23 September – 28 October 2021; Virtual course, 2pm – 5pm Thursday’s UK time (BST)


Registration: Please register for the course here

For full details on the course and speakers, please click here


Course Overview

This executive education programme is a collaboration between the Cambridge Academy of Therapeutic Sciences (CATS) and Windrose Consulting Group; experts in value and commercialisation strategies for the Life Sciences industry.

The course is a blend of lectures, case studies and practical exercises. We believe in an interactive approach, encouraging group discussion and exploring real-world situations. The aim is not just to provide the theory, but help you understand how to apply it within your role or future career.  


What Will You Learn?   

You will gain an in-depth understanding of how to achieve commercialisation excellence:

Develop and implement a successful Pricing & Market Access strategy

Understand how to pre-empt and address commercialisation challenges

Effectively communicate the value of a drug

Create strategies to adapt to a rapidly changing Life Science landscape

The theory and application of commercialisation strategy; with real life case studies, course work & feedback


Who Should Attend?

This course is aimed at present and future Life Science leaders.

Typical participants are:

Those interested in learning about or a career in the Life Sciences industry

Experienced professionals who wish to gain a strong understanding of commercialisation strategy

Those who are entering or transitioning into the commercial side of Life Sciences

Pricing & market access professionals seeking career advancement


Course Content

Session 1 - Thursday 23 September 2021, 2pm – 5pm UK time (BST)

The evolving role of pricing & market access (P&MA) 


Special guest – Professor Christopher Lowe of Cambridge Academy of Therapeutic Sciences (CATS) will present his thoughts on “CORONAGEDDON: POST-PANDEMIC TRANSFORMATION OF THE PHARMACEUTICAL INDUSTRY”


An introductory overview of the role of P&MA and value-based pricing, which forms the foundation of any successful commercial strategy.


  • Introduction to Pricing & Market Access
    • Be introduced to the key challenges facing the pharmaceutical industry from a pricing and market access perspective
    • Understand the importance of developing a robust pricing and market access strategy


  • P&MA Fundamentals: An introduction to an analytical framework
    • Explore the basic principles of value-based pricing
    • Discuss the importance of understanding and managing the value-price-access relationship
    • Understand the challenges and complexities associated with pricing and market access strategy in the biopharmaceutical context
    • Be introduced to a basic analytical framework for organising and thinking through the components of a pricing and market access strategy


Session 2 - Thursday 30 September 2021, 2pm – 5pm UK time (BST)

Measuring value through health economics 


Quantifying value through health economics and planning for successful health-technology appraisals.


  • Principals and techniques applied in health-technology appraisals
  • Generating additional evidence to maximise value
  • Group exercise: determining the Incremental Cost Effectiveness Ratio (ICER) of a new agent


Session 3:  Thursday 7 October 2021, 2pm – 5pm UK time (BST)

Stakeholders & market systems 


Understanding how stakeholders assess value and the decision making process for pricing and access.


  • Integrated Stakeholder Decision Analysis
    • Understand the importance of applying an integrated approach to P&MA strategy development; i.e. ensuring each stakeholder’s viewpoint is considered
    • Explore the three steps to ensuring such integration
  • Payer Systems and Market Archetypes
    • Gain an understanding of the key pricing & market access payer processes, including: 1) payer evaluations, 2) price setting, 3) reimbursement and funding, and 4) cost containment
    • Explore example payer archetypes, and how payer systems vary in terms of price and market access processes
    • Learn about how the process may be different for certain case studies, such as orphan drugs, biosimilars, and hospital products
  • P&MA Trends & Hot Topics
    • Explore some “special topics” in drug development and the opportunities & challenges for P&MA (Orphan drugs, Gene therapies, Brand-on-brand combination therapies)
    • Understand opportunities and challenges within each topic


Session 4 - Thursday 14 October 2021, 2pm – 5pm UK time (BST)

Optimising P&MA strategy


Balancing the multitude of practical considerations when developing a P&MA strategy.


  • Price Policies and Optimising “Gross-to-Net”
    • Learn more about the net price, and its relationship with the list price
    • Be introduced to the elements involved in setting a global pricing policy
  • Selecting and Designing Managed Entry Agreements
    • Understand the role and application of Managed Entry Agreements (MEAs)
    • Learn about different types of MEAs
    • Explore a six-step approach to determining the applicability of MEAs and how to design them
  • Global Strategy Optimisation
    • Explore the role of International Reference Pricing (IRP)
    • Explore the role of Parallel Trade (PT)
    • Assess how IRP and PT can undermine global revenues and discuss what we can do to mitigate such risk
  • Optimising Pricing Strategy Across Indications
    • Evaluate the factors involved in launching a line extension
    • Explore methodologies for assessing the impact of line extension on price
    • Consider how to plan for and prioritise launch sequence through the lifecycle


Session 5 - Thursday 21 October 2021, 2pm – 5pm UK time (BST)

Stakeholder engagement 


Engaging with stakeholders to ensure clear value comprehension to drive successful strategy implementation. 


  • Market Shaping
    • Understand the need to understand payer value drivers early, and assess corresponding evidence gaps
    • Discuss typical market-shaping activities
  • Crafting a “Value Story”
    • Understand the objectives of the payer value story and the role it plays in product commercialisation
    • Learn how to develop and validate impactful value messages
  • Negotiation Strategy
    • Understand the role of setting up the negotiation correctly
    • Learn the elements involved in designing a deal structure
    • Learn the tactics involved in successfully negotiating a deal


Session 6 - Thursday 28 October 2021, 2pm – 5pm UK time (BST)

Practical application of P&MA strategy


Tools and techniques for implementing P&MA strategy throughout the lifecycle.


  • Research and analysis techniques used by pricing professionals
  • P&MA activities throughout the lifecycle - what to do and when
  • Discussion on industry evolution and the impact on the role of the P&MA professional


Course Costs


  • Full course £2,500


Academics and Students:

  • Full course £1,800
  • First module only £300


What this includes?

This includes course materials (digital copies) and tuition. 

Group discounts may be available on request.


Registration: Please register for the course here


For more information, please contact:

Ali Mahomed, Analyst, Windrose Consulting Group (

Padraig Mulcahy PhD, Education & Training Programme Manager, Cambridge Academy of Therapeutic Sciences (CATs) (