Upcoming Defending Price™ Programs

Healthcare Industry 

Suppliers to the healthcare industry face an increasingly challenging sales environment.  Defending Price training equips you with proven skills and tools for defending the value of your products and services.
View full program brochure (PDF) here

To register for one of our 2020 programs, please click on the location that you would like to attend.  

  April 21, 2020
Chicago, IL
$1,350 Register...
  June 9, 2020
Boston, MA
$1,350 Register...

Designed Specifically for Medical Device, Equipment & Consumables Suppliers

Healthcare reform, industry consolidation and the shift to new payment models are pressuring hospital margins. In response, providers relentlessly attack supplier pricing and continue to demand big discounts.

Suppliers must learn to translate everything they can do for providers into a business case that will resonate with clinicians, as well as personnel on value analysis committees and in the supply chain organization.

In order to do this well, you need to fully understand:

  • The increasing role of value analysis committees (VACs);

  • Ongoing shifts to pay-for-performance (P4P) and accountable care;

  • Nuances behind the various P4P programs such as Medicare’s Value-Based Purchasing (VBP), Hospital-Acquired Conditions (HAC) Reduction, Readmission Reduction, and Shared Savings Programs (SSP), including how the scores are calculated and how bonuses and penalties are calculated.

This healthcare industry training will help you:

  • Provide clinical and economic justifications for your product or service;

  • Avoid exaggerated claims that undermine your credibility;

  • Improve your knowledge of value analysis committees – how they operate and how they prefer to engage with suppliers.

You’ll hear success stories from the healthcare supplier community and be able to benchmark yourself against industry best practices.

By the end of the workshop, you’ll be able to translate your company’s benefits into specific bottom-line value for your clients.



who attended

Most leading healthcare suppliers in the North American market. For example, among medical device suppliers past attendees include:

  • 71 of the top 100 suppliers
  • 23 of the top 25 suppliers
  • 9 of the top 10 suppliers

"A very informative session. I appreciated the detailed explanation and supporting information on the pay-for-performance (P4P) programs CMS is rolling out. I can use this information immediately."
                     - - Brian Lane, Dir Strategic Accounts,

“The best summary of the pay-for-performance programs CMS has introduced I’ve seen to date.”
                     - Bill Crandell, Dir. of Marketing,
                       Instrumentation Labs

“Excellent content! Provides a clear roadmap and summary of the changes taking place in this challenging environment.”
                     - — Brenda Valente, VP of Field Sales,

"I partcularly enjoyed the time spent on specific CMS reform initiatives."
                     - Kaite Mimms, Clinical Affairs Manager

"I’ve been to several sales and pricing-related programs but this course was by far the best."
                      -  Steve Robertson, Dir. Corp. Accounts                              Exactech 


Who should attend? This one-day seminar is designed for the following roles at medical device, equipment and consumables' suppliers:

  • Sales & Marketing Executives
  • Territory Sales Managers and National Account Directors
  • Marketing and Product Managers
  • Pricing Managers and
  • Health Economics Personnel

Defending Price™ training sessions can also be conducted on-site at your facility for you and your sales and marketing teams.  To learn more about what we offer and how we can help, contact us.





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