Inbeeo’s client, a global specialty company, was actively preparing for the launch of a Long-Acting Injectable form of their block-buster short-acting oral equivalent. Inbeeo was tasked in helping them to operationalize their pricing strategy in Europe.
Payers usually poorly reward incremental innovation and the equivalence between long-acting and short-acting therapies is complex.
There was therefore a need to combine a deep understanding of the payer frameworks with a sharp numerical mind and a creative flair, to build a clear equivalence story and identify opportunities to maximise achievable prices.
Given the limited space to manoeuvre with the pricing strategy, we focused our efforts on the operational aspects of pricing, in a 2-step approach:
- The development of a Pricing Simulation tool
- A series of workshops with affiliates teams to use the tool with a view to pressure-test their assumptions
The operational outputs of the project allowed the in-country teams to fine-tune and strengthen their pricing assumptions for their asset’s incremental innovation.
A country-needs assessment was added to the final report to aid the global team in the budget and resource allocation leading up to launch.