#FutureReadyHealthcare
Pharma company develops launch price strategy, across 6 countries, for a specialty therapeutic area product
Challenges
The customer was launching a second indication for their existing oncology agent; and was looking to develop a launch price strategy for the new product, that included gross and net pricing approaches across 6 countries and a roadmap considering key pharmaceutical pricing elements.
The Solution
We conducted primary market research by interviewing 25 pharmacy directors and 25 physicians covering 209 million lives in the United States as well as 10 payers in the EU5
Multiple price points were tested to define value, positioning, and necessary clinical and economic benefits for the product
We analyzed the market landscape to gauge competition and reimbursement positioning for a specialty disease and evaluated PRMA approaches for analog products to determine novel agent strategies in each of the target countries
We synthesized our primary and secondary research into a model calculating various gross-to-net scenarios for each price point
Outcomes
The customer was able to successfully implement the launch price strategy for the new product across 6 countries. The pricing model that was developed enabled the client to estimate volume and price trade-offs for the product at various price points. Using our solution the client was able to meet the market access goals and exceed their revenue targets from the product.
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