Traditional analogue-based pricing and qualitative payer interviews left our client confused when pricing an asset in a previously untreated disease with an uncertain patient population. Behavior-Based Pricing provided much needed clarity by drawing upon thousands of real-world payer decisions.
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A breakthrough treatment with high unmet need was looking promising...
Our client was developing a breakthrough treatment for non-alcoholic steatohepatitis (NASH), a condition with no effective pharmacological treatments.
There was (and still is) uncertainty around the size of the NASH patient population. Treated patients can flow back into previous disease stages which presented a challenge when defining the patient population for our clients asset.
However, results from clinical trials were looking promising with high potential that the asset would be pivotal in changing how NASH is managed as a disease. Coupled with high unmet need, our client was getting excited about the price potential.
...But results from analogue-pricing left our client confused
Our client was experienced at setting prices for pipeline assets using techniques that had served them well for previous launches: analogue-pricing and qualitative payer interviews.
However, analogue-pricing suggested a launch price ranging from thousands to hundreds of thousands of Euros. The problem was that no obvious analogue existed for the disease.
- Some analogues provided similar levels of clinical benefit but treated completely different patient populations.
- Other analogues treated similar patient populations but provided completely different levels of clinical benefit.
Payer interviews further complicated the matter…