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What is this event about?




Developing an effective pricing strategy is an imperative factor in the success and overall profit of a pharmaceutical product and this masterclass will over attendees the chance to work with an expert in the field to learn about current pricing strategies such as referencing and regulation across the EU with a unique focus on the current developments of the AMNOG in Germany.

The event will provide a unique opportunity to understand and analyse the effect of HTAs across Europe as well as the chance to learn how to plan and develop effective and appropriate pricing strategies.



Where is the event?

This Masterclass will take place in central London, UK 


Who is leading this event?  

Keiron Sparrowhawk, Partner, PriceSpective LLC


Keiron Sparrowhawk is a recognized global leader in drug pricing, reimbursement and market access with over 35 years industry and consulting experience. He co-founded PriceSpective in 2003 and established PriceSpective’s European office in London. He is responsible for Global Business Development and in particular the company’s growth in Europe and Ex-US markets. He has led numerous projects on pricing strategy leading to successful product launches across many therapy areas. He has in-depth knowledge of payers and international country pricing systems. 



In association with



PriceSpective is a leading global value strategy consultancy, specializing in innovative strategies to define, drive and capture value for biopharmaceutical and medical technology assets. Through our unique integrated approach to value strategy we are well positioned to help our customers optimize payer strategies for pricing, reimbursement, evidence and implementation.

PriceSpective believes that there is inherent value in seeking to enhance and prolong human life through the development and marketing of pharmaceutical, medical device and biotechnology products. PriceSpective will guide our clients to develop and market products for patients who have the most urgent medical unmet need and/or who impose the highest economic burden on healthcare systems and society. In doing this we help patients, doctors and healthcare system. In addition society benefits and in recognition for the investment made, products achieve optimal prices and thus our clients are justly rewarded for their efforts.


By attending this event you will be better able to:

• Understand the facts and consequences of Germany’s AMNOG
• Debate EU policy challenges in access to medicines in Europe
• Hear from an expert in the field on pricing regulation and referencing
• Learn about the latest developments in health economics
• Discover the value of collaboration in HTA and managed entry schemes
• Network with and learn from senior industry representatives



Who would benefit?

Masterclass programme

12:30 Registration & Coffee

13:00 Welcome & Introductions

13:15 The role of HTAs in Major EU Markets

14:25 Afternoon Tea

14:40 Focus on Germany: Effects of the AMNOG

15:40 Price Regulation and Price Referencing Markets

16:20 Discussion Session

17:00 Conclusions

17:30 Close of Workshop


Holiday Inn Bloomsbury

Coram Street
London WC1N 1HT
United Kingdom

Holiday Inn Bloomsbury

Holiday Inn London-Bloomsbury is just 2 minutes' walk from the Tube at Russell Square station, for speedy connections across the capital. We're 10 minutes by bus from Eurostar connections at St Pancras station, and a 45-minute taxi ride from London Heathrow Airport. Check into your stylish Guest room, air-conditioned and connected to wireless Internet.


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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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Contact SAE Media Group

UK Office
Opening Hours: 9.00 - 17.30 (local time)
SAE Media Group , Ground Floor, India House, 45 Curlew Street, London, SE1 2ND, United Kingdom
Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
Website: http://www.smgconferences.com Email: events@saemediagroup.com
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