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The challenge
Our client was looking to identify the price point that would maximise revenue from their new vaccine across 8 emerging markets in Latin America and Asia Pacific, as well as establish long-term projections for their forecasting model. In parallel, they needed to ensure widespread and rapid market penetration of the vaccine, taking into account factors such as consumer socio-economic group, age and household composition.
The challenge
Our client was looking to identify the price point that would maximise revenue from their new vaccine across 8 emerging markets in Latin America and Asia Pacific, as well as establish long-term projections for their forecasting model. In parallel, they needed to ensure widespread and rapid market penetration of the vaccine, taking into account factors such as consumer socio-economic group, age and household composition.
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The solution
We implemented a multidisciplinary approach combining primary market research with secondary market data:
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The outputs
Use of agile online technologies allowed us to deliver key pricing insights rapidly, meeting tight forecasting deadlines. We provided our client with a strategic report and interactive projection model. Combined, these outputs delivered a clear guidance on the most effective pricing strategy.
In addition, qualitative insights on how to overcome key adoption barriers were accompanied by quantitative data demonstrating uptake of the vaccine with and without intervention by the client. Finally, the fully interactive model combined adjustable price points with demographic data to provide robust modelling of penetration and revenue per market, until 2035, allowing for manual adjustment to the numbers of patients in the relevant age-group.
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