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. Pharmacoeconomics—what is it?
2. Why is pharmacoeconomics important?
3. Relationship of pharmacoeconomics 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