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How we used our proprietary ChoiceQual conjoint technique to assess and develop a market access and pricing strategy for an influenza vaccine

How we used our proprietary ChoiceQual conjoint technique to assess and develop a market access and pricing strategy for an influenza vaccine

The challenge:

Our client required pricing research to better inform their pricing and access strategy for their influenza vaccine product. They wanted to understand how the attributes for Product X may or may not drive a price premium across a range of geographies and how future positioning and real world evidence availability might impact price and willingness to pay (WTP).

 The solution:

We conducted 60 minute in-depth interviews with payers and vaccine committee members from Australia, Canada, France, Italy, Spain, and UK. During the web-assisted interviews, respondents were asked about their perspectives on disease burden and unmet needs in varying age groups for seasonal influenza, what their perceptions were of the value of Product X and whether or not it could achieve a price premium. We used our proprietary ChoiceQual qualitative conjoint which allowed us to assess WTP based on several different possibilities of data, as well as several different age groups.

Contact us today to find out more about ChoiceQual » 

The outcomes:

To clearly address the business objectives, we delivered a report with three overarching themes and, based on the findings, provided a series of strategic recommendations:

Influenza landscape

  • Current disease and economic burden of influenza by age and unmet needs
  • Satisfaction of payers’ with influenza vaccines currently available

Value perception

  • Deep dive on recombinant technology and impact from payer perspective
  • Product X’s potential to address unmet needs; market access opportunities and barriers
  • Product X’s positioning potential given current and potential evidence

Pricing potential

  • Feedback on proposed pricing strategies with different levels of evidence
  • Assessment of the pricing environment
  • Pricing simulator which allows assessment of WTP considering various age groups and evidence

Find out more about our market access capabilities » 

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