This document provides information about the 18th annual European Pharmaceutical Pricing & Reimbursement conference taking place on October 29-30, 2012 in London. The conference will discuss key topics related to pricing and market access across Europe, including value-based pricing, international reference pricing systems, healthcare reforms, and developments in orphan drugs. It lists over 20 speakers from pharmaceutical companies and other organizations who will provide perspectives on issues like HTA, pricing strategies, and reimbursement policies in various European countries and globally. The document also advertises two post-conference workshops on developing international price referencing systems and the impact of Germany's AMNOG on European pricing and reimbursement.

1. European Pharmaceutical
Pricing & Reimbursement
SMi present their 18th annual conference on…
29th-30th October 2012, Copthorne Tara Hotel, London, UK
REGISTER BY 20TH JULY AND RECEIVE A £300 DISCOUNT
KEY SPEAKERS INCLUDE:
Pierrick Rollet Anant Murthy
VP, Global Market Access, Senior Director, Pricing and Market
GlaxoSmithKline Access, EMEA,
Celgene
Uday Bose
EMEA, Oncology Business Unit Laura Crippa
Head, Strategic Operations Director,
Eisai Temas s.r.l.
Toros Sahin Tomas Dolezal
Market Access Manager, Director,
Sanofi IHETA
Michael Wang Janie Haigh
VP, Global Market Access, Grunenthal Practice Leader, Market Access Europe,
Quintiles
Thilo Schaufler
Head of Market Access & Timothy Lenehan,
Governmental Affairs, Market Access Director,
Abbott UCB Pharma
KEY REASONS TO ATTEND:
• Hear from experts in the field on Value Based Pricing: Principles and practice
PLUS TWO INTERACTIVE HALF-DAY POST-CONFERENCE WORKSHOPS
• Debate EU policy challenges in access to medicines in Europe
• Analyse market access in Russia, Turkey and Eastern Europe
• Learn about the latest regulations within pricing and reimbursement from industry
www.pharmaceuticalpricing.co.uk
• Understand the facts and consequences of Germany’s AMNOG
• Discover the value of collaboration in HTA and managed entry schemes
A: Developing International Price Referencing systems B: The potential impact of the German AMNOG on the
European Pricing & Reimbursement environment
Wednesday 31st October 2012, Copthorne Tara Hotel, London
Workshop Leaders: Gary Johnson, Managing Director and
Nick Taylor, Senior Business Analyst and IPR Expert, Workshop Leader: Stefan Walzer, General Manager, MArS
Inpharmation Market Access & Pricing Strategy UG
9.00am – 12.30pm 1.30pm-5.00pm
Register online and receive full information on all of SMi’s conferences
Alternatively fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
Sponsored by

2. European Pharmaceutical Pricing & Reimbursement 2012
Day One Monday 29th October 2012 www.pharmaceu
8.30 Registration & Coffee 12.20 Networking Lunch
9.00 Chairman’s Opening Remarks PRICING AND MARKET ACCESS SYSTEMS ACROSS EUROPE
Neil Palmer, President and Principal Consultant, PDCI Market Access
1.40 Market Access Strategies in Italy
CURRENT DEVELOPMENTS IN THE FIELD • National phase: new commissions, old commitments?
• Recognising and rewarding innovation: the updated algorhythm
9.10 Evolution of pricing and reimbursement strategies in oncology
• Raising awareness in a regulated country
• Review the payer and pharma perspective with respect to pricing
• The approach to Regions
and reimbursement
• Examine key evolutions in how payers have been assessing Laura Crippa, Director, Market Access and Pricing, Temas Srl
oncology products
• Review and critique of case studies 2.20 Pricing and reimbursement system in Turkey
• Describe potential changes moving forward and steps Pharma • Healthcare Landscape and Latest Developments – where is Turkey
should consider to prepare compared to EU?
Uday Bose, EMEA, Oncology Business Unit Head, Eisai Europe Ltd • Pricing System – how did the reforms had an impact on pricing?
• Reimbursement System – how is the system working and what are
9.50 Can talking to payers (or ex-payers) do more harm than good? the obstacles?
• The ritual of talking to a small number of ex-payers, advisers to • Expectations for the future
payers etc. to investigate how a novel pharmaceutical could be
Toros Sahin, Market Access Manager, Sanofi
priced is well established. But does it work?
• Do payers “game” and deliberately mislead?
• Do payers all think the same way? And if not, does talking to a 3.00 Survival: The first 2 years of AMNOG
very small number of people introduce huge sampling error? • AMNOG process: Put into stone? Political update
• Does what payers say relate to what they actually do? And, if not, • AMNOG learning from history: Which were the mistakes you should
could we just analyse their behaviour? avoid?
Gary Johnson, Managing Director, Inpharmation • Survived! Key tactics for a successful GBA submission and price
negotiation
10.30 Morning Coffee Stefan Walzer, General Manager, MArS Market Access & Pricing
Strategy UG
11.00 Trends in HTA – What is happening where?
Register online at www.pharmaceuticalpricing.co.uk• Alternatively fa
• An analysis from Quintiles HTA Watch comparing actual
3.40 Afternoon Tea
assessments and decisions from leading HTA agencies
• Update on GB-A and IQWiG decisions – how do these compare with
other HTA agencies? 4.00 The Role of the HTA; A Central European Perspective
• Use of PROs – to what extent can these influence decisions? • Recent developments in the region: HTA on the way
Janice Haigh, Practice Leader, Market Access Europe, Quintiles • New legislative and regulatory challenges for pharmaceuticals
• Market access strategies tailored for CEE markets
11.40 Implementing HTA in Switzerland - A Multi-Stakeholder Approach • How to escape from price reference trap?
• The Euro-crisis exposed weaknesses of Swiss reimbursement • Different approaches to orphan drugs and innovative treatments
system, emphasizing need for a more value-based approach Tomas Dolezal, Director, IHETA
• Under the current system, there is little incentive to register new
products or additional indications for reimbursement
4.40 The impact of Value Based Pricing in the UK
• Pharmaceutical industry, health insurances, physician organisation
• VBP – What will it look like?
collaborated to present a joint reform proposal to the Swiss
government • Challenges for the industry
• The implementation of formalized HTA in Switzerland will present • Impact on innovation
further challenges to all stakeholders Leslie Galloway, Chairman, Ethical Medicines Industry Group
Thilo Schaufler, Head of Market Access and Governmental Affairs,
Abbott 5.20 Chairman’s Closing Remarks and Close of Day One
Sponsored by
Inpharmation specialises in evidence based market modelling for the pharma industry. All the top 10 global pharma companies are clients.
Inpharmation allows clients to model pricing strategy, international pricing (parellel trade, reference pricing etc.), future sales (forecasting),
promotional response and marketing mix, risk, R&D portfolio. All modelling projects are ‘evidence based’ and are backed up by rigorous research
and validation. Inpharmation’s key capabilities are a strategic understanding of the pharma industry, a detailed knowledge of modelling techniques
and advanced programming skills. www.inpharmation.co.uk
PDCI Market Access (PDCI) is a leading pharmaceutical pricing and reimbursement (P&R) consultancy based in Ottawa and Toronto. Established
in 1996, the firm features a senior team of multilingual market access professionals with extensive experience assisting clients through the
challenging market access environment facing pharmaceutical and medical device manufacturers in Canada. PDCI develops successful P&R
strategies and prepares comprehensive submissions to CDR, pCODR, public & private payers and the PMPRB. The firm’s senior consultants
facilitate meetings with CDR/payers/PMPRB, negotiate product listing agreements (PLAs) and resolve pricing compliance issues with the PMPRB.
As part of its C-MAP research and subscriptions services, PDCI maintains databases of international pharmaceutical prices, provincial drug claims
and costs and is the publisher of the comprehensive Canadian Drug Benefit Plan (CDBP) reference guide that assists subscribers navigate the
complex submission requirements of HTA agencies and reimbursement authorities in Canada. www.pdci.ca
Supported by

3. European Pharmaceutical Pricing & Reimbursement 2012
ticalpricing.co.uk Day Two Tuesday 30th October 2012
8.30 Re-registration & Coffee 12.20 Networking Lunch
9.00 Chairman's Opening Remarks 1.30 Latest changes to P&R in Japan
Gary Johnson, Managing Director, Inpharmation • Launch price setting
• Price revision
MARKET ACCESS FOR ORPHAN DRUGS • Premium for new drug development
• Promotion of generic use
• Prospects for Health Technology Assessments
9.10 Value and patient access considerations: a possible framework Donald Macarthur, Global Pharmaceutical Business Analyst,
for Improving access to rare diseases treatments JustPharmaReports
• Rare Diseases environment - key facts & features
• Rare diseases treatments – drivers & challenges for improved 2.10 Panel Discussion: Market Access Developments:
patient access Europe vs Rest of the World
• Value & patient access considerations for rare diseases • How can markets adapt to the changes in payer needs
treatments: which possible framework for improved patient • Methods of flexible financial arrangements
access? Options, issues and future directions • What can these markets learn from each other
Pierrick Rollet, VP, Global Market Access, GlaxoSmithKline Chair: Gary Johnson, Managing Director, Inpharmation
Neil Palmer, President and Principal Consultant, PDCI Market
9.50 Developments in Orphan Drugs Market Access Access
Timothy Lenehan, Market Access Director, UCB Pharma
• EU rules and market access scenario of Orphan Drugs
• The Italian market access fast track
2.40 Afternoon Tea
• Premium price
• Research and development incentives and reward PRICING UPDATES AND REFORMS
Fabrizio Gianfrate, Professor of Health Economics,
University of Ferrara 3.00 Distant Cries: Designing clinical trial needs today for tomorrow’s
access and pricing
10.30 Morning Coffee • The importance of effective clinical trial design for pricing
• Advantages in terms of market access
WORLDWIDE DEVELOPMENTS IN MARKET ACCESS • Short term effects and long term developments
Michael Wang, VP, Global Market Access, Grunenthal
11.00 Canadian Market Access Overview Cyrus Chowdhury, Managing Director, CB Partners
ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
• Overview of Canadian health care system and pharmaceutical
3.40 Risk-Sharing: Developing a commercial strategy
funding
• How should manufacturers define opportunities for innovating
• Price regulation: impact of the new PMPRB guidelines pricing?
• CADTH/CDR, pCODR, provincial reimbursement schemes & • Orphan Drugs: How are they different?
listing (risk sharing) agreements • How to weigh challenges and opportunities
• National implications of the Ontario 20% pricing rule for • Innovating pricing in the context of EU P&R reforms
generics Anant Murthy, Senior Director, Pricing & Market Access, EMEA,
• Implications of international pricing/reimbursement policy Celgene
reforms (AMNOG, VBP) on Canada
• Outlook for Canadian pricing & reimbursement 4.20 Effects of the proposed reform of the EU Transparency Directive
Neil Palmer, President and Principal Consultant, PDCI Market • Overview of issues arising under the current Transparency
Access Inc. Directive
• Proposal to amend the Transparency Directive, including:
- shorter periods for Member States to take decisions
11.40 Update on Healthcare Reform in the Russian Federation
- taking account of HTA procedures
• Evolution of Reform
SMi's Pharmaceutical Forward Planner 2012
- monitoring and sanctioning non-compliance
• Current Status • Prognosis for when the proposal might be adopted
• What’s Expected James Killick, Partner, White & Case L L P
• What does this mean for Pharma Companies?
Timothy Lenehan, Market Access Director, UCB Pharma 5.00 Chairman's Closing Remarks and Close of Day Two
SPONSORSHIP OPPORTUNITIES
Our pharmaceutical events are research-based and
content-driven with regular contact with major
industry personnel and cover a wide range of industry
sectors. For more information, please contact Alia
Malick on +44 (0) 207 827 6168 or email
JULY OCTOBER NOVEMBER
2-3 KOL Management and MSL Best 3-4 Partnerships with CROs 5-6 Cell Based Assays
amalick@smi-online.co.uk
Practice in Europe (Switzerland) 8-9 Pharmaceutical Orphan 5-6 Clinical Trials in CNS
9-10 ADMET Drugs 28-29 Diabetes
Want to know how you can get involved? Interested in
9-10 Social Media in the 22-23 COPD: Novel
promoting your pharmaceutical services to this
Pharmaceutical Industry Therapeuticsand DECEMBER
market? Contact Margaret Mugema,
11-12 BioBanking Management Strategies 3-4 Cold Chain Distribution
SMi Marketing on +44 (0)20 7827 6072 or email
24-25 Point of Care Diagnostics
mmugema@smi-online.co.uk
SEPTEMBER - Market Opportunities All conferences take place in central
17-18 Next Generation Sequencing and Technology Trends London, UK
19-20 Cancer Vaccines 29-30 European Pharmaceutical Pricing
24-25 Biosimilars and Biobetters & Reimbursement
26-27 KOL Management

4. A: Developing International
Price Referencing systems
HALF-DAY POST-CONFERENCE AM WORKSHOP
Wednesday 31st October 2012
9.00am – 12.30pm
Copthorne Tara Hotel, London
Overview of workshop
In association with
The workshop will show why understanding the IPR
system is so important in todays economic climate.
Attendees will learn that IPR is a system – a small change
in one part has knock-on effects throughout the system.
The right price in one country and an optimal launch order
can have huge effects on revenues. Modeling systems can
be complicated especially as they often behave counter-
intuitively. However, trying to model everything can lead to
paralyzing complexity. The key to good modelling is a good
understanding of the system – knowing what is important.
The workshop will conclude with a real life case study
demonstrating how correct modelling of the IPR system
can maximise revenues.
Why you should attend:
• Learn how best to develop and apply international
price referencing
• Discover the importance of correct modeling on
product success
• Develop techniques to improve of pricing strategies by
discussing industry case studies
• Evaluate the key points that must be considered when
modelling this complex system
• Network with key industry professionals
Programme:
8:30 Registration & coffee
9:00 Welcome & introductions
9:10 Why International Price Referencing is
becoming ever more important
9:45 Examples of the main errors when trying to
model the effects of international price
referencing
10:45 Morning coffee break
11:00 The keys to successful modelling of the
international price referencing system
12:10 Case study showing how correct modelling
greatly enhances product revenues
12:30 Close of workshop
About the workshop host:
Gary Johnson is Managing Director of Inpharmation Ltd. He
has consulted for all the top 10 pharma companies and many
others too. He is author of the book Principles of
Pharmaceutical Pricing: An Evidence Based Approach and a
finalist for the MCA Business Book of the Year Award. He has
a number of prestigious 'best paper' awards at international
conferences. Prior to founding Inpharmation, Gary held senior
positions in major pharma companies. He has degrees in
Medical Science from Nottingham and Management from
London. He is a Sloan Fellow of London Business School and
a Fellow of the Royal Society of Medicine
About Inpharmation
Inpharmation specialises in evidence based market
modelling for the pharma industry. All the top 10 global
pharma companies are clients. Inpharmation allows clients to
model pricing strategy, international pricing (parallel trade,
reference pricing etc.), future sales (forecasting), promotional
response and marketing mix, risk, R&D portfolio. All
modelling projects are ‘evidence based’ and are backed up by
rigorous research and validation. Inpharmation’s key
capabilities are a strategic understanding of the pharma
industry, a detailed knowledge of modelling techniques and
advanced programming skills.

5. B: The potential impact of the
German AMNOG on the
European Pricing &
Reimbursement environment
HALF-DAY POST-CONFERENCE PM WORKSHOP
Wednesday 31st October 2012
1.30am – 5.00pm
Copthorne Tara Hotel, London
Overview of workshop
In association with
The purpose of this workshop is to analyse the potential
impact of the German AMNOG process on the European
Pricing & Reimbursement (P&R) environment. P&R
processes of key European countries will be analysed with
respect to a potential spill-over of the German AMNOG
process. The impact of NICE on various European P&R
decisions is well known. However the impact of the
German AMNOG which focuses much more on evidence
based medicine instead of cost-effectiveness, on other
European P&R negotiations is not yet known but could
have an even greater impact on a European level. The
workshop will introduce briefly the AMNOG process and will
lay out the potential spill-over areas for other European
P&R negotiations. The various European pricing &
reimbursement school of thoughts will be analysed with
respect to the potential impact of the German AMNOG
which will then also be openly discussed with the audience.
Why you should attend:
• Learn how best to develop pricing strategies across
Europe
• Consider the latest developments in the AMNOG and
their effects on other national pricing systems
• Understand and predict potential obstacles and discuss
how best to prepare and avoid them
• Network with key industry professionals
• Utilize the experience of an expert in the field
Programme:
1.30 Welcome and introduction
1.40 The German AMNOG process: A brief re-cap
2.00 European Pricing & Reimbursement (P&R)
schools of thought and the potential link to
AMNOG
2.30 Interactive work in small teams supported by
the workshop leader:
• AMNOG impact on P&R in the three schools of
thought
• Potential opportunities & risks for the various
stakeholders in case of more or less
harmonization between
4.00 Coffee break
4.15 Presentation of workshop results
4:45 Re-cap and closure
About the workshop host:
Dr . Walzer has more than 8 years experience in payer strategy and its
implementation and is the founder and general manager MArS Market
Access & Pricing Strategy UG (h.b.) based in Germany. He previously
worked as a payer consultant for various global pharmaceutical and
medical device companies, successfully launching their products across
the world. Dr . Walzer was also the Global Payer Strategy Leader for
various products and compounds of F. Hoffmann – La Roche AG, where
he successfully developed early payer strategies as well as launching
and maintaining the eimbursement process for top oncology brands
and early compounds. Dr Walzer has been working on various projects
around AMNOG in the last years and is well connected to various
academic institutions in Germany and Europe. Dr . Walzer received a
Master of Science in Economics from the University of Tuebingen
(Germany), a PhD in Health Economics from the University of Zurich
(Switzerland) and a Diploma in Clinical Trials from the London School of
About MArS Market Access & Pricing Strategy:
Hygiene and Tropical Medicine (UK). He is co-author of more than 25
peer-reviewed scientific articles and more than 40 scientific abstracts.
MArS Market Access & Pricing Strategy is a specialized
consulting agency in the health care market access area with a
special focus and experience in the following two key areas:
• Global development and market access strategies in the
various lifecycle stages of a product (Phase I-Phase IV)
• German market access strategies with the focus on the
German Law for Reforming the Market for Pharmaceuticals
(AMNOG)

6. EUROPEAN PHARMACEUTICAL PRICING & REIMBURSEMENT
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