This course introduces the principles, processes, and practices of negotiation in the healthcare and pharmaceutical industry, focusing on strategies, buyer behaviour, professionalism, ethics, and relationship-building to achieve effective, value-driven outcomes.
This course will provide you with a comprehensive understanding of negotiation as both a structured process and a human interaction within the healthcare and pharmaceutical environment. You will learn how negotiation strategies and tactics function, how buyer behaviours and pressures shape outcomes, and how professionalism, emotional control, and ethical conduct sustain credibility. The course explores negotiation models, styles, and stages, giving you insight into preparation, bargaining, and agreement, as well as the principles of persuasion that influence decision-making. You will gain clarity on the characteristics of business negotiation, the roles of medical representatives as negotiators, and the importance of trust, fairness, and relationship-building in achieving win–win outcomes. By the end, you will understand how negotiation underpins effective sales practice, aligns with pharmaceutical marketing strategies, and supports long-term partnerships that balance organisational objectives, client needs, and patient-centred value.