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Patients’willingness to pay

Considerations when developing an appropriate pricing strategy in self-pay markets

When launching a new product, it’s critical that pharma chooses the right pricing strategy to achieve the optimal balance between sales volume and unit cost.

In emerging markets, pricing is made more sensitive by the fact that frequently a high proportion of healthcare costs are paid for out-of-pocket by consumers and their families, making them key decision makers. In the past, pricing models in emerging markets were often developed using patient affordability assumptions...Read the full article:

7th August 2018



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