P&R Negotiation Challenges

Horacio Falcão, Rodrigo Gouveia and Hervé Lamarque
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Horacio Falcão: INSEAD
Rodrigo Gouveia: Value Negotiation

Chapter 5 in Pharma, Prices and Power, 2025, pp 139-147 from Springer

Abstract: Abstract This chapter focuses on the interaction between Pharma and Government/Payers. It describes how the current system of incentives has led healthcare to a negative, adversarial spiral with no end in sight. The current approach of blaming the players without also blaming the game will lead nowhere. Yet, healthcare is struggling and in desperate need of change. It is time for leaders to drop the performative speeches and act. We need a new way of interacting and a new negotiation framework between the parties.

Date: 2025
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DOI: 10.1007/978-3-031-93933-4_5

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