This book brings a negotiation perspective to healthcare. It opens the hidden box of pricing and reimbursement (P&R) negotiations, showing their huge impact on global healthcare systems and how they could be drastically improved. The authors offer a comprehensive and unique negotiation-based analysis of healthcare systems worldwide, highlighting the historical, structural, and ethical challenges that shape P&R negotiations. From the role of governments and health insurers to the intricate dynamics between healthcare providers and users, the authors examine the forces driving healthcare costs and access. With a unique blend of theoretical expertise and practical experience, the authors propose a paradigm shift toward value-oriented negotiations. They show how to move away from adversarial win-lose tactics to collaborative and transparent negotiations. Praise for the book:I ran dozens of negotiations with health authorities and payors in Italy, France, Spain, Portugal, Germany and England, and the implementation of concepts developed by the authors such as (…) made it possible to radically change the dynamic of those negotiations, unlocking many complex reimbursement discussions and bringing innovative health solutions to patients across Europe. – Valentino Confalone, Presidente Novartis ItaliaA must-read for anyone seeking to better understand the complexities of healthcare systems and the multiple perspectives present. On a foundation of win-win negotiation excellence the authors are leading us through dilemmas and trade-offs before finally leaving us equipped and inspired to collaboratively drive greater value in healthcare.  – Caroline Kaas Kristiansen, Head of Global Market Access Network & Excellence at Novo Nordisk This book offers valuable guidance for navigating this minefield. Through systematic analysis and practical approaches, it charts a path toward a common goal: enabling access to meaningful innovation that improves medical diagnosis and therapy, while preserving a profitable environment capable of delivering the medicines we need. Such guidance is both timely and essential.  – From the foreword by Dr Otmar Kloiber, Secretary General of the World Medical Association  This is a crucial resource for those engaged in pharmaceutical negotiations, providing a comprehensive view that reflects the complexity and significance of the process.(…). Highly recommended! – Catarina Costa, Market Access and Public Affairs Professional at Novo Nordisk, formerly Pharmaceutical Technician at INFARMED (the Portuguese Medicine Agency) I really enjoyed this book. (…) It explained the challenges behind government and biopharma, and also the challenges in P&R negotiation. (…) In the execution level, this book even gives some vivid step-by-step examples on how to do a P&R negotiation. (…)  It gave me another angle to understand this toughest type of negotiation.  – Jessie Sijing Xiong, Strategy and Investment Director of WuXi Biologics Pharma, Prices and Power is a must-read and a very meaningful and insightful contribution to helping stakeholders find better ways of working together. (…) The authors share great insights about the role that negotiations can play in navigating complex sets of incentives in healthcare and in identifying innovative ways to share information and interact differently to improve health value creation.  – Stephen Chick, Professor and Academic Director, INSEAD Healthcare Management Initiative The analyses made by the authors are intriguing and fundamental for us to have better days in health systems. (…) Like me, everyone who reads this book will be delighted and will get to know this pharmaceutical market even more. Congratulations to the authors, and thank you very much for providing us with this excellent masterpiece. – Florentino Cardoso, Oncological Surgeon and President of the Brazilian Medical Association (2011-2017)