Academy Of Pharmaceutical Affairs

Market Access Professional Certification GCC

Be ready for KAM Assessment and confidently step into a KAM or Market Access role

Designed for Product Specialists and Medical Representatives

Next Cohort Starts

April 12th, 2025

Start Your Learning Journey

What Our Graduates Say:

Your learning journey is extended beyond the course duration

Be ready for KAM assessment

"Engage in live interactive online sessions led by Market Access expert Dr. Sherif Hammad. Master critical topics from healthcare landscape to pricing strategies."

"Experience three personalized mock assessments designed to pinpoint strengths and improvement areas with clear, individualized feedback."

"Benefit from six months of continuous development, including monthly sessions focused on soft skills, communication, and interview readiness."

Program Instructor

Dr. Sherif Hammad

  • Assistant Professor- Gulf Medical University-Ajman
  • Senior Manager Market Access and Business Development- Middle East and Africa/ Pharma Solutions LLC
  • Market Access Consultant- Middle East | Laboratories Thea Pharma
  • Head of Market Access – Gulf & Levant | Takeda Pharmaceuticals
  • Pricing Manager – NEMEA (Near East, Middle East and Africa) | Takeda Pharmaceuticals
  • Business Support Manager – Gulf Countries, Levant and Iran | Nycomed GmbH

MAPC
Detailed Content

By the end of the program you will be able to:

Module 1: Healthcare Market Landscape and Introduction to Market Access

  1. Health as a Good

  2. The Goal of Healthcare

  3. Healthcare Market Specifics

  4. Healthcare as a Mixed and Collective Good

  5. Equity in Health and Healthcare

  6. The Goal of Healthcare (emphasizing purpose and outcomes)

  7. Detailed Analysis of Healthcare Market Specifics

  8. Exploration of Healthcare as a Mixed and Collective Good

  9. Equity: Health and Healthcare Access

Module 2: Pharmaceutical Market Access Strategy

  1. Public Health Definition

  2. Decision Making in Public Health

    • Organization of Public Health

    • Funding Health Care and Public Health

    • Criteria for Priority Setting and Decision Making

    • Health Inequalities

    • Monitoring and Evaluation of Public Health Policies

  3. Reimbursement Decision Making

  4. Methods for Incorporating Societal Preferences into Decision Making

  5. Defining Key Concepts

  6. Relevant Theories and Methods in Healthcare

Module 3: Key Accounts Management

  1. Introduction to Key Accounts

  2. Definitions of Key Accounts

  3. Objectives and Values of Key Accounts

  4. Types of Key Accounts

  5. Benefits and Challenges of Key Accounts

  6. Key Account Process

  7. Developing a Key Account Plan

  8. Customer Relationship Management (CRM)

  9. Implementation of the Key Accounts Management Plan

Module 4: Pharmaceutical Marketing and Product Life Cycle Management

  1. The role of marketing in health care organizations

  2. Defining the health care system and its trade-offs

  3. How health care buyers make choices

  4. Market segmentation, targeting, positioning, and competition

  5. The nature of services

  6. Viewing the marketing mix

  7. Managing product lifecycle

  8. Building the brand

  9. Managing the stages of the product life cycle

  10. Marketing channels and value networks

Module 5: Pharmaceutical Pricing

  1. Introduction to Pricing

  2. Pricing Techniques

  3. Reference Pricing Systems in Various Markets

  4. Case Discussion

Module 6: Negotiation Skills

  1. Negotiation Strategy and Principles

  2. Types of Negotiation Techniques (ZOPA, BATNA, SPIN)

  3. Negotiating via Emails and Calls

  4. Negotiation in Market Access

Module 7: Introduction to Health Economics

  1. Pharmacoeconomic—what is it?

  2. Why is pharmacoeconomic important?

  3. Relationship of pharmacoeconomic to other research

  4. Types of pharmacoeconomic studies

  5. Measuring and estimating costs

  6. Health-related quality of life measures versus utility measures

  7. Questions to use when critiquing research articles