A behavior-based pricing and market access approach gave answers where payers couldn’t.
Our client was developing a novel gene therapy to treat an ultra-rare disease. Payers were totally unfamiliar with the disease. Our client needed a way to establish price potential by patient segment in the US and Europe. But how could they do this without speaking to payers?
We needed to overcome three pivotal challenges for our client:
1
Many possible product profile and patient population scenarios.
Using powerful patterns in past payer behavior, we were able to estimate price potential for all the most likely scenarios.
Payers don’t like uncertainty. Our client’s therapy had uncertain durability of effect.
Quantifying the extent to which people dislike uncertainty won a Nobel Prize. We used these insights to quantify how clinical uncertainty would impact price.
2
3
Gene therapies often have a uniform global price.
To round out the research, we developed a global list-to-net pricing strategy that would optimize our client’s revenue. This involved establishing payer-acceptable innovative contracting mechanisms. (And we provided our client with a simulator to model these innovative contracting deals during price negotiations.)
Result
A powerful and effective price and access strategy without even talking to payers
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