Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- List of Contributors -- Introduction -- Part I Innovation and Market Access -- Chapter 1 The Role of Value in Market Access and Pricing Negotiations -- Introduction -- The Drug Purchasing Process -- Understanding Payers -- Global Payer Archetypes and Segments -- Emerging Cash Markets -- Competitive Insurance-Based Markets -- Therapeutic Referencing Markets -- Health Economics-Driven Markets -- Payer Perspective on Health Outcomes, Health Economics, Value and Price -- Health Outcomes -- Health Economics -- Actual Use of Health Outcomes and Economics in Payer Decision Making -- Health Economics-Driven Markets -- Therapeutic Referencing Markets -- Emerging Cash Markets -- Conclusion -- Note -- Reference -- Chapter 2 Productivity, Innovation and Value-Based Pricing -- The Recent Rate Reduction in Blockbuster Drug Generation -- End of the "Me-Too" Blockbuster Drug Era -- Notes to Table 2.1 -- Abandonment of Value-Based Pricing -- Rebirth of the Blockbuster Drug -- Specific Improvements in Drug Productivity Starting in 2010 -- Class of 2010 -- Class of 2011 -- Class of 2012 -- Class of 2013 -- Class of 2014 -- Pricing Implications of the Renaissance in Drug Development -- Update on Productivity, Innovation and Value-based Pricing -- Notes -- References -- Chapter 3 Early Optimization of Draft Evidence Plans for Market Access -- Introduction -- Objectives and Chapter Outline -- Early Engagement -- Early Engagement Models -- Indirect Model -- Direct Bipartite Model -- Direct Tripartite Model -- Scope of Advice -- Engagement Activities -- EU Headquartered Multinational Pharmaceutical Company -- NICE (England) -- CVZ (The Netherlands) -- TLV (Sweden) -- Tapestry Networks (Europe) -- Green Park Collaborative -- CIRS (Europe) -- EUnetHTA (Europe).