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 2019 programs, please click on the location that you would like to attend.  

June 25, 2019
Philadelphia, PA
$1,350 Register...

Sales & Marketing Training -- uniquely designed 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 respond with new sales and marketing approaches and refine and sharpen their messaging. In addition to a value proposition that resonates with clinicians, vendors must be able to demonstrate how their products and services help healthcare providers to improve outcomes and reimbursement, reduce operating costs, or increase patient satisfaction.

Simply put, 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);

  • Shift 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.

Highly-customized training from industry veterans in the healthcare industry will help you:

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

  • Avoid exaggerated claims that undermine your credibility;

  • Effectively incorporate value analyses and findings into presentations, bids and proposals;

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



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

“I enjoyed the program and appreciated that it is very industry-focused. The instructors clearly understand the challenges we face”
                     - Doug Carrara,
                       Dir., Value Sales & Outcomes, BD

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

“Very worthwhile. With the benefit of Kotler’s tools and training, we’re able to do a better job of defending our price!”
                     - Hanjoon Ryu, SVP, Point of Care
                       Siemens Medical Solutions

"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 


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 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.





    Copyright © 2001-2008 Kotler Marketing Group, Inc. All rights Reserved. Website designed by MMagination Inc.
homepageContact UsTerms of UsePrivacy Policy