Traditional model of premium pricing under question.
Cost-containment measures and market access restrictions have started to hit hard in the past two years, leading companies to question the traditional model of premium pricing at registration or launch.
Once in-market, a product's net price has become a mystery. Competitive intensity causes tactical pricing practices which can result in discounted products - from bleeding into retail pharmacies or moving internationally as parallel trade.
Managing the trade-offs between share, access and profit across countries is crucial to long-term success. Positioning of existing brands and the evidence to support new launches will need more rigorous appraisal to identify segments acceptable to payers and providers on value or cost benefit grounds.
