ABSTRACT
This chapter discusses how optimize the chances of success in negotiating Market Access and Pricing results at national, regional or local payer levels. It also explains how negotiations are different in the prescription drug space from most other business areas. The prescription drug sales situation is very different from other negotiation settings. It emphasizes the need to carefully analyze the perspective of the payer and try to thoroughly understand his/her motivations and concerns. Finally, it reviews timing and need to make price concessions and identified ways to structure a compromise. In situations where there is willingness to discuss mutually acceptable solutions, we should carefully go about analyzing the reactions and concerns from the negotiating payer. Private payers, such as Managed Care plans in the United States or equivalents in Canada, Brazil, China or others, can have a wide range of rules with respect to their decision making and the ability to approach these decision makers.
