How a flexible approach to pricing research allowed a rapid change of direction when unexpected trial results emerged

A pharma company wanted to launch its asset into a second indication. However, just as Inpharmation’s research was coming to an end, unexpected clinical trial results were revealed. This required a rapid change in strategy.

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The situation seemed clear...

A pharma company with a successful cardiovascular treatment wanted to extend its label to cover a second indication.

The product was expected to offer lower efficacy in the new indication relative to the existing indication. Nevertheless, as the asset headed into Phase III clinical trials, a significant commercial opportunity was envisaged. For success, the client needed a robust pricing strategy.

...but an important question remained

Our client needed a pricing strategy that could be modified when Phase III trial results became available.

There was also the all-important question of…

  • What would the impact of launching in the second indication have on the price and revenue in the first indication?

Inpharmation had successfully conducted the pricing research for the first indication and could build on those insights in this project.

Inpharmation used a combination of survey and model-based research… 

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