Skip to main content
  • Overview

    This comprehensive training program is designed to equip pricing professionals with the knowledge and skills necessary to effectively set Medical Technology (MedTech) prices.

    Participants will gain a thorough understanding of the MedTech market, its unique characteristics, and how these factors influence pricing strategies. The training will delve into fundamental pricing concepts and their application to MedTech products, covering key aspects such as market access, reimbursement, and pricing throughout the product lifecycle. Practical exercises and interactive sessions will provide firsthand experience in applying pricing tools and concepts, allowing participants to solidify their understanding and develop their pricing expertise.

    Additionally, a dedicated session will focus on formulating and sharing the implications of the training for participants' respective organizations. By the end of this program, participants will be well-equipped to set competitive and sustainable MedTech prices that align with their organization's goals and market dynamics.

    Our Participant Profile

    Target Audience

    This training is designed for the following functions:

    • Pricing responsible professionals at MedTech companies who are new to pricing and/or MedTech.
    • Sales, product managers, or finance professionals at MedTech companies who influence or manage prices and want to learn how to price effectively.

    This training is ideal within the following environments/sectors:

    • Medical Technology professionals, primarily with class 2 or 3 products that are reimbursed (directly or indirectly)

  • Delve into the essential knowledge and skills of pricing in the Medical Technology (MedTech) sector. Gain insights into the MedTech market, its unique characteristics, and pricing strategies for MedTech products. Also learn about market access, reimbursement, and pricing throughout the product lifecycle.


    Capturing a fair share of the value from your MedTech Innovations throughout the product lifecycle

    1. Introduction and Pricing Basics

    • Explain the scope and importance of the MedTech market.
    • Deep dive into the importance of pricing in Medtech.
    • Introduce core pricing concepts (value, competition, cost, barriers to value etc…), tools, and frameworks (value hive, value maps, price waterfall, etc…)

    2. Market Access and Reimbursement Basics

    • Ensure participants are aware of the key MA&R concepts and how they influence pricing decisions.

    3. Designing the Optimum Price Architecture)

    • How to design the price architecture that will maximize value capture over the lifecycle of the product or service

    4. Price Execution To Capture A Fair Share Of The Value And Minimize Price Leakage

    • How to organize and design processes and policies that minimize unnecessary price leakage
      • Designing a price-setting process.
      • Optimizing incentives for channel partners to align commercial objectives.
      • Effective value and price communication.
      • Designing price exceptions consistently.
      • KPIs to track price performance.

    5. Optimizing Prices at Your Organization

    • Ensure that participants can realize value from the training by putting relevant concepts in place at their organizations.
      • Summary of the core concepts covered.
      • Prioritization exercise for possible next steps.
      • Next steps and follow-up actions documented.










  • Avatar

    Founder of Ideal Price
    Ian Tidswell

    Ian is the founder of Ideal Price, which focuses on B2B Pricing, with an emphasis on coaching innovative high-growth companies & teams.

    Ian was the pricing transformation lead for Medtronic International. In addition, he has worked with several MedTech, diagnostic and healthcare-related companies, supporting their pricing transformation initiatives. Ian co-developed the EPP MedTech training and has been delivering it over the last 5 years, as well as the Certified Price Manager (CPM) training.

    Additionally, Ian was the Global Head of Pricing in Syngenta where he built and led a team that transformed pricing processes and capabilities. He was also a project manager for McKinsey & Company.

    Education: Ph.D. Physics Harvard
    B.Sc. Physics Imperial College London

    Based: Basel, Switzerland


  • Dates & Fees

    Start : 08 Oct 2024 at 09:00
    Duration : 1.5 days
    Location : Berlin (NH Collection Berlin Mitte Friedrichstrasse)
    Fees : €1695.00


    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info

    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

Hear from our participants

Patient Care Solutions
Mae Sattam
GE Healthcare

It was a great course and is already paying dividends with our pricing team! GE Healthcare

Senior Pricing Analyst
Thad Seymour
GE Healthcare

The MedTech Pricing training was very informative and offered valuable ideas to improve our team’s pricing act...

Pricing Specialist
Sofie De Groote
Hyundai Europe

This training was very valuable to me to get to know the practical process of value based modeling and I will ...

Executive Director - Product Management
Robert Morrison
Totally Money

I found the Subscription Based Pricing course exceptional. I wanted to get up to speed on best practices, but ...

Global Markets Pricing Leader
Kassandra Klaritsch

The Strategies & Tactics of Pricing Training is an excellent session that helps leaders with diverse level...

Spare Parts Pricing Manager
Fabian Mattes

The Spare Parts & Service Pricing training by the European Pricing Platform was a very intense and focused...

Senior Commercial Manager
Tom Grange
Virgin Media

Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.

Sr. Pricing Administrator
Hermine Viaene
Samsonite Europe

The pricing research toolbox was very interesting , driven by a very professional speaker. We got a lot of ins...

Bart Dekkers

The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...

Pricing Strategy
Petra Reiter

Thanks for a really good training, I learnt a lot and I think Pol Vanaerde is a really good trainer, he has al...

Senior Pricing Analyst EMEA Surgical Devices
Marina Araujo
Covidien AG

To spend two days focusing on an item such as "strategic pricing" was a true eye opener in the sense that it r...

Aftermarket Pricing Manager
Laura Mayr

For me the EPP Spare Parts Training was the first training in my job as spare parts pricing manager so I didn'...

Spare parts manager
Lex Van Bruggen
Lely Industries

This spare part pricing masterclass gave me a really good insight into different pricing methodologies and how...

Business Controller
Kenneth Bengtsson
Mekonomen Group

Except for direct discussions with him, I have had the benefit to listen to Tord during two occasions during N...

Vice President Marketing
Roberto Santos
Klöckner Pentaplast

Christian Wirth has a vast experience around pricing leadership in many different businesses. Companies today ...

Pricing Manager
Sven Kopp
Gardner Denver

As a Pricing manager in a classic B2B industrial manufacturing company, it was awesome to learn more about oth...

    Senior Strategic Pricing & Business Manager
    Linda Thalmüller
    FresenIus medical Care

    Great experience, relevant insight backed up with sound practical  experience of trainers that makes you reflect.

    Pricing Manager
    Dieuwke Systema

    The CPM certification programme made me realize that in the stage DTG is in, I needed to see Pricing as a proj...

    Pricing Analyst
    Panagiotis Giannakopoulos

    The CPM Program provides great insights and best practices for pricing through a group of knowledgeable speake...

    Strategy Implementation Manager
    Federico Boccardo

    Before joining the Certiffied Pricing Manager Program my organisation didn’t have a defined view on its pricin...

    Finance Project Manager
    Debbie van Birgelen
    IDEXX Laboratories

    "I highly recommend the CPM program, not only is the content, and expertise of the speakers excellent, but par...

      Looking for advice or a customized training?

      Contact our Learning & Development Managers:

      This email address is being protected from spambots. You need JavaScript enabled to view it. - CPM programs and in-company/customized programs

      This email address is being protected from spambots. You need JavaScript enabled to view it. – Open programs