AAD Conference 2016
Therapy Watch recently presented “real-world” patient data on treatment duration and persistence among European PsO patients
We were delighted to present a poster at the 74th annual meeting of the American Academy of Dermatology, earlier this month. The poster, which is entitled: ‘A real world review of treatment duration and persistence among European psoriasis patients’ is authored by Research Director, Laurent Chanroux and Research Executive, Lauren Royel.
How understanding patient willingness to pay in emerging markets helped identify the optimum price for a chronic disease brand
Our client wanted to identify the optimum selling price for their chronic disease treatment in emerging markets, based on patient’s willingness to pay for the product out of pocket.After showing a product profile to patients within the target income group, we asked their likelihood to purchase the product and their estimated frequency of purchase over 12 months at a series of prompted price points. The lowest price point tested was determined by the client’s ‘break even’ selling price and the highest price point tested was the upper limit of patients’ stated spontaneous willingness to pay in prior qualitative research. Patients were asked to assess their likelihood to purchase on a Juster scale, so we could weight their responses in order to account for overstatement in uptake. Based on these weighted responses, we created a revenue curve for the client’s product showing the revenue generated at each price point, accounting for frequency of use in a year.