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  • Posted by Nicole Bender Moreira
  • July 17, 2018
  • Articles

Patients’willingness to pay

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 decisionmakers. In the past, pricing models in emerging markets were often developed using patient affordability assumptions.

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