Brian ThurlowClient/Scope
- A small/mid-sized pharmaceutical company developing a new product in a specialty therapeutic area
- Scope – US (Qual: 25 pharmacy directors covering 209M lives, 25 Physicians; Quant 150 Physicians); EU5 (Qual: 10 payers)
Project Objectives
- Conduct a Pricing Strategy Assessment to develop launch list and net pricing approaches in six countries and a roadmap taking into account key elements of pharmaceutical pricing
- Test TPP/multiple price points with various stakeholders to define value, positioning, clinical and economic benefits necessary to optimize PRMA in multiple countries
Project Description
Multi-step project with primary and secondary research • Synthesized results from data analysis into a model calculating various gross–to–net scenarios for each price point • Developed a final pricing strategy recommendation and roadmap
- Performed a market landscape analysis to understand the competitive and reimbursement landscape for a specialty disease
- Evaluated PRMA approaches for multiple additional analogue products to determine positive and negative lessons for novel agent strategies in each country
- Gauged payer and physician perceptions of value, reaction to the list and price, value-based/innovative contracting approaches and expected levels of coverage and utilization management
- Assessed treatment landscape for the disease—examined physician perceptions toward the target product and competitors, and assessed patient copay/out-of-pocket sensitivity on prescribing
- Developed an Excel-based triangulation model including payer coverage, patients prescribed, patient fills to estimate volume and price trade-offs for the product
- Recommended final list and net price and roadmap for product in each of the six countries
Project Outcome
- Pricing strategy was implemented, launch PRMA goals were met and revenue goals were exceeded
