By attending this course, you will:1. Grasp the full meaning of Market Access, its importance for optimizing product launches and its implications for the whole organization, from phase II up to post-launch.2. Learn to integrate market access concepts into clinical and brand marketing plans.3. Have a good understanding of the differences across the healthcare systems in Europe (EU-5) with respect to optimizing market access for your brands.4. Gain insight into how stakeholders – and which ones! – impact on the success of your brand along its lifecycle.5. Learn to use the concepts and techniques that have proven to be successful ininfluencing the market access decision-makers.6. Know how to effectively manage the organizational issues from global to local, from medical to marketing, etc.7. Gain expert insight and advice from an expert faculty with vast relevant cross-functional and multi-therapeutic experience from both industry and consultancy.Programme outline:Day 1What is Market AccessThe World of PayorsCountry Systems – FranceCountry Systems – GermanyCountry Systems – ItalyCountry Systems – SpainCountry Systems – UKCountry Systems ExerciseDay 2Country Systems Exercise: Group Work Feedback & LearningsHow Payors ThinkEuropean Changes and New Funding MechanismsDeveloping a Market Access PlanBuilding Value into the Product StoryExercise: Developing a Market Access PlanPresentation Back of Exercise: Developing a Market Access PlanClosing Remarks