A leading pharma company needed to understand the price potential of their novel first-in class asset. Without any direct comparators, they were unsure what price they could achieve and how payers were going to behave.
Inpharmation’s evidence-based approaches provided the perfect solution…
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A novel first-in-class asset
Our client, a leading pharma company, wanted an initial landscaping and pricing assessment for a novel first-in-class asset. The asset’s indication was in a chronic illness and, at that time, being treated by a range of off-label medications, all with unpleasant side-effects.
A promising environment for the new asset, but with a few challenges…
With no direct comparators, internal expectations were varied
The off-label treatments were predominantly generic and there were no direct comparators, which raised important questions:
- What price could their asset realistically achieve?
- How were payers going to behave?
- How could our client persuade prescribers to choose their asset?
Global HQ believed the asset was innovative and would command a high price. Local affiliates feared the product would be benchmarked against generics and that a low price was the only option. Reconciling these viewpoints was going to be a challenge.
Inpharmation had the perfect approach that was a little different from the norm…