Medical Device Reimbursement Strategies:Get Your Product to Market at the Right Price


“Reimbursement is the biggest fear in start-ups and venture capital right now. Our clinical and technical results exceed any expectation ... and the only thing people say is, ‘What is the reimbursement strategy?’”
— CEO of a start-up device company

Register you and your team now and save!

Your medical device has it all … the latest technology ... life-changing benefits. But let’s face it: “reasonable and necessary” reimbursements won’t reward your hard work with profits.

It’s imperative to be more aggressive in developing robust reimbursement plans and consider evidence development much earlier in the planning cycle.

This is the only workshop that gives you two days of face-to-face access to 20-year industry veteran Randel Richner, an expert in comparative effectiveness and a veteran of Boston Scientific and GlaxoSmithKline, and her real-world medical device reimbursement strategies. She’ll be joined by Dr. Peter Neumann, a world-renown health outcomes and technology assessment leader.

And this is the one workshop that delivers — even with changes coming from the Obama administration — proven reimbursement tips and tactics, including:

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  • Most common mistakes companies make in applying for new codes and payment rates (and how to avoid them!)
  • Ways the new Medicare reorganization will affect your coverage
  • Why marketing can help (or hurt) your chance of reimbursement success
  • How value-based purchasing and quality reporting impact your device sales
  • The role you should be playing in health technology assessments

These reimbursement strategies are already winning advances for medical device manufacturers across the U.S., Europe and Asia ... and now you can put these profit-building methods to work for your medical device too!

Register now and discover:

  • What evidence-based medicine, comparative effectiveness and value-based purchasing are, and how it affects medical technology
  • Who creates the evidence and how a manufacturer can manage development costs and efficiencies to accommodate new evidence requirements
  • How data can be leveraged on a global basis
  • How your regulatory, clinical and marketing efforts impact the value story and reimbursement success
  • How to avoid delays in FDA approval or complicating the FDA process with additional need for economic and reimbursement information
  • How the new Medicare administrative contractor reorganization will affect coverage
  • How you can determine if you need to seek a Medicare or private insurer coverage decision for your device or diagnostic
  • What a health technology assessment is and what role will you play
  • How to work with medical societies
  • What the best strategies are for communicating with payer medical directors and what approaches should you avoid
  • Exactly what value-based purchasing, pay-for-performance and quality reporting are, and how they impact medical product sales
  • What the most common mistakes are when applying for a new code or new payment rate, and how they can be avoided

Put Ask-a-Payer-Medical Director, Gary Owens, M.D., to Work for You
At each workshop, the medical director of a MAJOR payer will be on-site and ready to answer your toughest questions:

  • “What are my best strategies for communicating with payer medical directors?”
  • “What should I avoid?”
  • “How do payer medical directors make coverage decisions?”
  • Plus inside answers to all your mission-critical questions

Remember: It only takes a “YES” from a handful of payers to get your device covered ... and achieve your revenue goals. 

It’s the best chance to build your payer network in 2009 — register now!

Gary Owens, M.D. is currently president of Gary Owens Associates. In this role, he provides consulting services to pharmaceutical companies, device manufacturers, benefits consultants and managed care plans. Dr. Owens has expertise in the evaluation of new technology, medical management programs and strategy, health plan operations, benefit design, formulary development and drug management. 

Dr. Owens brings more than 20 years of experience in medical and pharmacy management to his clients. Previously he managed multiple operations in a large regional health plan and was directly responsible for the implementation of numerous strategic initiatives that included the 2006 launch of FutureScripts, a wholly owned PBM of Independence Blue Cross.

Dr. Owens was vice president for medical management and policy at independence Blue Cross from 2003 to 2006. In that role, he managed pharmacy operations for more than two million members and was a leader in the evaluation and management of biotech drugs at the health plan. From 1996 to 2003, Dr. Owens was vice president for patient care management, where he was responsible for medical management services for more than three million members and nearly seven billion dollars of annual medical spending activity. From 1986 to 1996, Dr. Owens had multiple duties as a senior medical director and medical director at Independence Blue Cross and the affiliates Keystone Health Plan East and Delaware Valley HMO.

This vital workshop is a must for professionals in the device and diagnostics industries including:
  • Senior management
  • Clinical officials
  • CFO/pricing teams
  • Reimbursement officials at all levels
  • Marketing and sales officials
  • Regulatory/legislative affairs professionals
  • General/corporate counsel
  • New business development
  • Strategic marketing
  • Product development leaders
  • Manufacturing directors
  • Private equity/venture capital professionals

Randel Richner, BSN, MPH, founded Neocure Group in June 2006. She is currently president of this consulting firm which specializes in reimbursement, health policy, economics and government advocacy support for biopharmaceutical and medical technology companies. She is also a member of the CMS’s influential MedCAC. Previously, Ms. Richner was vice president, Global Government Affairs, Reimbursement and Outcomes Planning for Boston Scientific Corporation (BSC) for nine years. At BSC, she built a global reimbursement and outcomes strategic process for new and existing, less invasive medical technologies for BSC product platforms. During this time, Ms. Richner was actively engaged in national and international policy and legislative arenas as an advocate for the benefits of innovative medical technology, FDA, regulatory, international trade and payment issues. Prior to BSC, she worked for GlaxoSmithKline (formerly SmithKline Beecham) in London, England and Philadelphia, focusing on global pricing and economic issues for cardiopulmonary and diabetic drugs that were published extensively.

Peter J. Neumann, Sc.D., is Director of the Center for the Evaluation of Value and Risk in Health at the Institute for Clinical Research and Health Policy Studies at Tufts Medical Center, and Professor of Medicine at Tufts University School of Medicine.  Prior to joining Tufts, he was on the faculty of the Harvard School of Public Health for ten years, most recently as Associate Professor of Policy and Decision Sciences.  His research focuses on the role of cost-effectiveness analysis and risk-benefit tradeoffs in health care decision making.  He has conducted numerous economic evaluations of medical technologies, including evaluations of treatments for Alzheimer’s disease.  He is the founder and director of the Cost-Effectiveness Registry (, a comprehensive database of cost-effectiveness analyses in health care.  Dr. Neumann has contributed to the literature on the use of willingness to pay and quality-adjusted life years (QALYs) in valuing health benefits.  His other research has focused on the Food and Drug Administration's regulation of health economic information, and the role of clinical and economic evidence in informing public and private sector health care decisions, including those made by the Medicare program.  He is the author or co-author of over 120 papers in the medical literature, and the author of Using Cost-Effectiveness Analysis to Improve Health Care (Oxford University Press, 2005).  He is a contributing editor of Health Affairs and member of the editorial board of Value in Health.  Dr. Neumann has served as President of the International Society for Pharmacoeconomics and Outcomes Research (ISPOR), and as a trustee of the Society for Medical Decision Making.  He has also held various policy positions in Washington, including Special Assistant to the Administrator at the Health Care Financing Administration.  He received his doctorate in health policy and management from the Harvard University.

Price and Locations
Don’t delay — register early! Space is limited, and you don’t want to miss out on this great opportunity. Your tuition is $1,897 per person and includes all workshop sessions, workshop written materials, breakfast and lunch both days, and daily refreshments.

April 30 – May 1, 2009
Radisson Hotel Boston
200 Stuart St.
Boston, MA 02116
Toll Free: (800) 333-3333
+1 (617) 482-1800
Room rate: $199.00 plus 12.45 percent tax
Reservation cut-off date: April 9, 2009

Aug. 24–25, 2009
Hyatt Regency Minneapolis
1300 Nicollet Mall
Minneapolis, MN 55403
Toll free (800) 233-1234
+1 (612) 370 1234
Room rate: $149.00 plus 13.4 percent tax
Reservation cut-off date: Aug. 9, 2009

Team Discounts
Significant tuition discounts are available for teams of three or more from the same company. You must register at the same time and provide a single payment to take advantage of the discount. Call +1 (703) 538-7600 for details.

Cancellations and Substitutions
Written cancellations received at least 21 calendar days prior to the start date of the event will receive a refund — less a $200 administration fee. No cancellations will be accepted — nor refunds issued — within 21 calendar days from the start date of the event. A credit for the amount paid may be transferred to any future FDAnews event. Substitutions may be made at any time. No-shows will be charged the full amount. In the event that FDAnews cancels the event, FDAnews is not responsible for any airfare, hotel, other costs or losses incurred by registrants. Some topics and speakers may be subject to change without notice.