Pharma, Prices and Power: Reshaping Pharmaceutical Pricing Negotiations for a Healthier Future

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Horacio Falcão Rodrigo Gouveia

Pharma, Prices and Power

Reshaping Pharmaceutical Pricing Negotiations for a Healthier Future

Horacio Falcão, Rodrigo Gouveia, Hervé Lamarque

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English

Springer International Publishing AG
11 June 2025

Psychology; Health economics; Business strategy; Industry & industrial studies; Public health & preventive medicine

Series: Future of Business and Finance

This book brings a negotiation perspective to healthcare. It opens the hidden box of pricing and reimbursement (P&R) negotiations, showing their huge impact on global healthcare systems and how they could be drastically improved.

The authors offer a comprehensive and unique negotiation-based analysis of healthcare systems worldwide, highlighting the historical, structural, and ethical challenges that shape P&R negotiations. From the role of governments and health insurers to the intricate dynamics between healthcare providers and users, the authors examine the forces driving healthcare costs and access. With a unique blend of theoretical expertise and practical experience, the authors propose a paradigm shift toward value-oriented negotiations. They show how to move away from adversarial win-lose tactics to collaborative and transparent negotiations.

By: Horacio Falcão, Rodrigo Gouveia, Hervé Lamarque
Imprint: Springer International Publishing AG
Country of Publication: Switzerland
Dimensions: Height: 235mm, Width: 155mm,
ISBN: 9783031939327
ISBN 10: 3031939328
Series: Future of Business and Finance
Pages: 207
Publication Date: 11 June 2025
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

1. Introduction.- 2. Understanding Healthcare systems and their Negotiations.- 3. The Government (Payer) Challenge.- 4. The Biopharma Challenge.- 5. P&R Negotiation Challenges.- 6. What Can You Do Differently.- 7. Conclusion.

Horacio Falcão created Value Negotiation: How to Finally Get the Win-Win Right. Horacio won the Best Elective Professor of the Year at INSEAD 21 times, co-founded Value Negotiation (negotiation advisory), VN Tech (Negotiation SaaS), Qinect (AI in negotiation), and the INSEAD Negotiation and Conflict Management Collaborative. Rodrigo Gouveia is a Partner at Value Negotiation, teaching Negotiation at INSEAD as a visiting professor. Since 2013, Rodrigo has helped strategize and support negotiations for over a dozen pharmaceutical products across 25 countries and has taught Market Access Win-Win negotiation to more than 500 people in the pharmaceutical industry. Hervé Lamarque is a seasoned biopharma executive with leadership experience at companies including AstraZeneca, Bristol Myers Squibb, and Incyte Biosciences. He brings specific expertise in Pricing and Market Access strategy. Over the past 20 years, Hervé has led or participated in Market Access and pricing negotiations for more than 20 pharmaceutical products, with a track record of over 250 negotiations across more than 25 countries worldwide.