DAY TWO | FRIDAY, OCTOBER 6
8:30 REGISTRATION & WELCOME COFFEE
8:45 CHAIRPERSON’S OPENING REMARKS
PRICING LEADERSHIP TRACK
9:00 CASE STUDY: DEVELOPMENT & EXECUTION OF VALUE-BASED MEDICAL DEVICE PRICING
As health systems around the world continue to focus on higher quality outcomes while maintaining or reducing overall costs, medical device firms are changing the way that products are positioned, integrating greater significance into the value proposition and creating a greater link between value and price. In a highly competitive marketplace, achieving incremental price increases through value-based product differentiation, exhibiting value through improved outcomes and backing up outcomes with robust data, is vital to the ongoing success of the industry. Leaders in the industry are also considering areas outside of the physical product which can be monetized, creating greater value surrounding services, and ultimately measuring the success of interaction and the value derived by health systems to support future integration and use.
- Pricing products based on value models
- Outcomes data to support quality improvements
- Adding value through streamlined contracting
Steve Bigus, Director Strategic Pricing
9:45 PANEL: ALTERNATIVE PRICING & CONTRACTING STRUCTURES TO REDUCE DISCOUNTING & MAINTAIN GROWTH
Pricing teams typically spend less time in the field working with clients on negotiating contracts, rather focusing on the internal, systematic development of product pricing which is achievable and sustains the corporations, and as a result are often dismayed when contracts are returned reflecting discounts provided by account executives. While pricing executives recognize the need to close business and secure contracts, when deep discounts are provided there is a follow-on ramification on corporate profitability that must be taken into account. Developing alternative pricing and contracting methodologies that move away from unit discounting will meet the dual aim of securing high volume business while at the same time maintaining corporate growth targets.
- Integration of discounts into existing price structure
- Impact of price transparency on discounting options
- Use of rebating to control risk & secure returns
Erin Graham, Pricing Manager, COCHLEAR
Eduard London, Analyst, Pricing & Contracts, NUVASIVE
STRATEGIC ACCOUNT MANAGEMENT TRACK
9:00 PANEL: MAINTAINING A COMPETITIVE EDGE IN THE FACE OF RAPID COMMODITIZATION
Across many of the largest therapeutic areas within the medical device industry, product lines are facing high levels of commoditization causing pressure on strategic account executives looking to differentiate and drive value of competitive products. In this highly competitive market, leading medical device firms recognize the need to utilize novel strategies to drive the value and appeal of products, maintaining and growing market share. Accompanying live poling will incorporate audience input and participation as panelists share experiences with overcoming commoditization.
- Focus on value in supply chain investments over commoditization
- Incorporating the reduction of episodic cost into value proposition
David Hooper, Provider Sales Leader, NA, GORE & ASSOCIATES
Larry Dooley, Vice President, National Accounts, K2M, INC.
Shri Parikh, Vice President, Surgical Sales and Marketing, MÖLNLYCKE HEALTH CARE
9:45 SMALL GROUP BREAKOUT SESSION: ACHIEVING PREMIUM PRICES FOR MEDICAL TECHNOLOGY
A variety of hurdles prevent medical device sales representatives and account managers from achieving the highest possible price for medical technologies; from provider resistance to contract, transparency of pricing and discounting, as well as changing reimbursement frameworks and payment modalities. Having an opportunity to discuss these challenges in an interactive, small group discussion format will allow participants to share knowledge and experiences in an informal, collaborative setting. Led by an industry representative, each breakout session will focus on a specific challenge strategic account executives face in achieving premium pricing, allowing participants a choice of topics to suit individual learning objectives.
- Breakout Group 1: Price Capitation
- Breakout Group 2: Lack of Outcomes Data
- Breakout Group 3: Healthcare Negotiations
- Breakout Group 4: Restricted Formularies
Larry Dooley, Vice President, National Accounts, K2M, INC
Scott Centea, Vice President Corporate Accounts, ANGIODYNAMICS
STRATEGY SESSION DISCUSSION GROUPS
Attendees can register for strategy sessions at their preference, with seating limited to 20 participants to provide dynamic discussion.
9:00 PRACTICAL EXPERIENCES INCORPORATING BUNDLED PAYMENT REIMBURSEMENT MODELS INTO PRICING FRAMEWORKS
As government policymakers, healthcare providers and the payer community continues to focus on the integration of cost-saving initiatives, models including bundled payments will continue to play a relevant role in the overall reimbursement of episodic patient care. Within the US, programs including the Comprehensive Care for Joint Replacement initiative and the three new bundles developed by CMS: Episode Payment Models (EPM), aimed at covering acute myocardial infarction (AMI), coronary artery bypass graft (CABG) and hip/femur fractures are realigning reimbursement rates into a bundled payment. Focusing on the practical aspects of pricing new and existing products that will be reimbursed as part of a bundled payment is essential in ensuring pricing rates are aligned and achievable, and able to sustain corporate long-term growth.
- Reforms initiating bundled payments
- Aligning pricing with bundled payment models
- Experiences & lessons learned from industry
9:45 REDUCING THE DEPENDENCE ON DISCOUNTING TO MAINTAIN MARGINS & DRIVE GROWTH
In order to finalize large scale contracts, whether with health systems, IDNs or GPOs, strategic account executives often provide unit discounts to lower the overall cost of products, achieving the health system goal of securing the lowest possible price. Corporations recognize that continual discounting not only sets a precedent that discounts will always be provided, but also lowers profitability and often eliminates the ability to increase prices. In an era of greater price transparency, moving away from discounting strategies is essential, and this workshop featuring hands-on negotiation methods will provide participants with an opportunity to restructure conversations to achieve a sustainable price.
- Overcoming need to discount during sales process
- Aligning performance incentives with pricing
- Moving conversations to value rather than price
- Alternative closing tactics to avoid discounting
10:30 COFFEE & NETWORKING BREAK
PRICING LEADERSHIP TRACK
11:00 PANEL: PERSPECTIVES & EXPERIENCES ON THE INTEGRATION OF RISK SHARING INTO PRICING STRUCTURES
Across the medical device industry, manufacturers are working to integrate risk-sharing components into pricing structures, shouldering a portion of the risk associated with purchasing and utilizing new medical products. While the concept of risk-sharing agreements is not entirely new, there are a limited number of successful arrangements within the medical device industry for analysis. Sharing a wide variety of perspectives and examples from recent and current experiences with pricing risk-share agreements, panelists will focus on reducing risk in an equitable manner while at the same time creating financial stability for manufacturers.
- Opportunities in risk-share agreement structure
- Successful examples of pricing risk-based agreements
- Ensuring financial stability & gains for manufacturer
Steve Bigus, Director Strategic Pricing, MEDTRONIC
Marilyn Denegre-Rumbin, Director Payer-Reimbursement Strategy & Business Development, CARDINAL HEALTH
11:45 SMALL GROUP BREAKOUT DISCUSSIONS: PRODUCT PRICING MATRIXES
While medical device pricing executives face many of the same core challenges in setting and maintaining product pricing structures that sustain the organization and foster achievable growth, nuances exist within specific product categories which warrant discussion and debate. In small group discussion format, leaders will guide executives through a structured discussion focused on the specific category outlined below, ensuring an opportunity for discussion and debate on targeted challenges and pricing frameworks.
Jeff Valk, CEO, ADMETSYS
Eduard London, Analyst, Pricing & Contracts, NUVASIVE
12:30 LUNCHEON FOR ALL SPEAKERS, SPONSORS, DELEGATES
1:30 LINKING PRICING STRUCTURES TO EVOLVING REIMBURSEMENT MODELS
As health policy and priorities continue to change and gravitate towards quality, outcomes-based payment and reimbursement structures, pricing executives must align models against appropriate procedural codes and reimbursement rates in order to ensure product coverage and utilization. While direct communication of CPT codes to healthcare facilities is not permitted, pricing and reimbursement teams must work within coding frameworks and ensure users are aware of correct medical coding.
- Revisions to the Affordable Care Act
- Emphasis on population health models
- MACRA reporting & total cost of care
Kenneth Thorpe, Robert W. Woodruff Professor & Chair, Health Policy & Management, EMORY UNIVERSITY
2:15 CLOSING REFLECTION: US HEALTHCARE REFORM & THE DRIVE TO LOWER HEALTHCARE COSTS
While the US Government continues to consider reformations to the Affordable Care Act, stakeholders across the healthcare industry including payers, providers and suppliers must consider the driving trends behind reform, and prepare for measures that will further drive down the cost of healthcare. In this environment, healthcare providers are placing tremendous pressure on medical device suppliers to lower product costs while maintaining high levels of quality, a trend which will have long-term consequences on medical product quality, development and innovation. A forward thinking discussion featuring various scenarios and outcomes of reforms and the follow-on impact for medical device pricing will enable participants to move forward with confidence in an era of uncertainty and change.
- Current status of legislative reforms to the ACA
- Payment reform & impact on reimbursement
- Correlation of changes on medical device pricing
Bob DeVol, Director, Healthcare Innovator’s Collaborative PREMIER, INC
STRATEGIC ACCOUNT MANAGEMENT TRACK
11:00 INDUSTRY PANEL: LEVERAGING PRICE TRANSPARENCY AS A STRATEGIC COMPONENT OF ACCOUNT MANAGEMENT
With the rise of third-party pricing indexes, growth of internal pools of data shared by merging health systems and GPOs, and the push by CMS to make Medicaid spending information publicly available, buyers are leveraging access to transparent pricing data to boost negotiating power for devices. In the face of a highly competitive market, price transparency raises ample challenges for account executives in maintaining profitability with increasing difficulty in substantiating price differences to buyers when price point data across
the healthcare industry is readily available. Now more than ever, account executives must hone in ways to utilize transparency as a tool.
- Implications of transparency on the industry as whole
- New and traditional channels including:
- Third-party pricing guides (i.e., ECRI, Vizient)
- EDI transactional data within GPO partners
- CMS Provider Utilization & Payment Data
- Aligning price transparency data with account strategy
- Implementing transparent price increases
Kyle Fraser, Territory Manager, NOVADAQ
Matthew Berryman, Director National & Strategic Accounts, COGENTIX MEDICAL
11:45 FROM THEORY TO PRACTICE: LEGAL AND COMPLIANCE ISSUES IN LEVERAGING RISK SHARING AGREEMENTS
In an era where health providers look to mitigate the financial risk associated with value-based outcomes accountability, risk sharing agreements with medical device manufactures are becoming more of a common practice and expectation. An attractive yet largely uncultivated economic incentive that manufactures can offer, risk sharing contracts are a timely theme across the healthcare and medical device industries. Yet these arrangements raise significant legal and compliance issues. As suppliers work to master the art of risk share contracting and meeting the expectations of health systems to reduce overall costs, experimentation and integration utilization of risk sharing agreements will continue to increase in importance.
Thomas Barker, Partner, FOLEY HOAG LLP
12:30 LUNCHEON FOR SPEAKERS, SPONSORS, & DELEGATES
1:30 PRE-LAUNCH CONTRACTING & PRICING CONSIDERATIONS FOR DISRUPTIVE TECHNOLOGY
- Evaluation of market segmentation & customer spend
- Assessing payer mix & building relationships with CMS
- Aligning clinical data to support claims prior to market
Jeff Valk, CEO, ADMETSYS
3:00 CLOSING REFLECTION: RAMIFICATIONS OF US HEALTHCARE REFORM ON STRATEGIC ACCOUNT MANAGEMENT
Continued reform of the US health system and changes to the Affordable Care Act will no doubt have a follow-on effect for medical device strategic account executives as payer coverage and quality mandates continue to change and evolve in-line with reforms. Maintaining an awareness of potential changes to reforms and analyzing the various scenarios in case study format will provide
participants with the knowledge needed to maintain competitiveness in an evolving market. In particular, recognizing how changes will impact healthcare providers and decision makers will ensure strategic account teams are approaching sales targets in the most effective manner.
- Current outlook on reforms to the ACA
- Changes to healthcare decision makers
- Focus on low-cost, high quality health care
- Evolving sales models to meet changes
David Howard, Professor, Health Policy & Management, EMORY UNIVERSITY
3:00 CLOSING REFLECTIONS & DAY TWO CONCLUSION