Value-Centric Selling Specialty Certificate -
9 credits

As the importance of evidence-based medicine in modern healthcare gains momentum, clinicians are limiting access to representatives who are able to have substantive product discussions and present clinical data effectively.  

CMR Institute’s Specialty Certificate in Value-Centric Selling provides a broader understanding of healthcare — going beyond safety and efficacy to include economic, clinical, and humanistic outcomes. Participants will gain a command of the underlying principles associated with evidence-based medicine, clinical trial design, pharmacoeconomics, and outcomes research…and how to communicate these concepts in the language physicians expect to hear.

With greater expertise and a broader perspective, participants will be able to position products to meet the unique needs of individual providers and the patient populations they serve.

This certificate consists of 36 streamlined online learning modules covering the topics listed below.

Overview of Pharmaceuticals

• Advances and Innovations in Medications
• Factors Influencing Prescription Drug Pricing
• Overview of Pharmaceutical Drug Patents
• Generic Competition and OTC Drugs

Impact of Pharmacoeconomics

• Pharmacoeconomic Outcomes
• Pharmacoeconomic Analyses
• Benefits of Pharmacoeconomic Research
• Impact of Pharmacoeconomics on the Formulary

The Formulary System

• The Formulary
• The Pharmacy and Therapeutics Committee
• Criteria for Product Approval to the Formulary
• Healthcare Representatives and the Formulary

Components of Pharmacoeconomic Research

• Basic Structure of a Pharmacoeconomic Study
• Identifying Costs in Pharmacoeconomic Studies
• Identifying Consequences in Pharmacoeconomic Studies
• Evaluating Pharmacoeconomic Data

Fundamentals of Evidence-Based Medicine

• Historical Background and Definition of Evidence-Based Medicine
• The Strengths and Limitations of Evidence-Based Medicine
• Integrating Evidence-Based Medicine in Your Call Strategy with Clinicians

Essential Elements of Clinical Trial Design

• A Closer Look at Research Protocols
• Experimental Designs
• Methods of Controlling Bias
• How Study Design Applies to Clinical Decision-Making
• Evidence-Based Medicine in Therapeutic Trial Design
• Factors that Affect the Validity of Trial Results

Evaluating and Applying Clinical Trial Results

• Evaluating the Importance and Clinical Relevance of Study Results
• Application of Study Results to the Clinicians' Patients
• Use of Results from Clinical Trials to Support Product Sales and Distribution
• Research Reports and the Role of Statistical Analysis
• The Anatomy of a Clinical Reprint

Partnering with Today's Physician

• The Role of Pharmaceutical Companies in Determining Price and Value
• Physician/Healthcare Representative Relationships
• The Strengths and Limitations of Evidence-Based Medicine in Clinician Interactions
• Effective Strategies for the Six Elements of a Sales Call
• Identifying Partnering Opportunities with 21^st Century Physicians
• Ethics in Interactions with Healthcare Professionals