This means that for many drugs and devices, the primary means of purchasing in emerging markets will be patients paying out of pocket. Any successful pricing strategy, therefore, needs to start with an understanding of target patients’ willingness to pay for the drug/device in question.
In this webcast, our emerging markets experts Marc Yates and Helen Ansell explore the key features of self-pay markets and outline the critical success factors for determining how pharmaceutical, consumer health products and medical devices should be priced.
What are the key takeaways?
Setting the context: We will explore the key features of self-pay emerging markets and outline the importance of understanding the patient as a payer.
Methodological solutions: We will examine the best approaches and techniques to adopt in order to model patient willingness to pay as realistically as possible.
Special considerations: We will leverage a selection of case studies to outline the critical success factors for pricing different types of medical products, including drugs, devices, vaccines and consumer OTC healthcare and nutraceutical brands