Our client wanted to optimize the launch sequence of 40 “second-wave” countries.
They had already launched their asset in ten countries. They wanted to understand the best sequence to launch the next 40 countries, taking into account the impact of international reference pricing.
Our international price referencing simulator handled the situation easily.
Our international price referencing simulator has evolved over the last 16 years and is used by many pharma companies. It is the most comprehensive and accurate tool available for simulating international reference pricing. It readily handled a situation where some countries have already launched and other countries have yet to launch.
We set up the simulator to launch each of the 40 second-wave countries at the earliest possible date. This was our base case. Then we used our powerful optimization algorithm to search for launch sequences that delivered greater profitability over a ten-year horizon.
Our client saved ~1.4 million euros with the optimized launch sequence.
We were able to show our client just how counterintuitive launch sequencing can be. It turned out that by delaying launch in just a single country, they could get a big profit boost.
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