BCG-生物医药产品上市定价策略-2012.pptx
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- BCG 生物医药 产品 上市 定价 策略 2012
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1、Launch Pricing in Biopharma Getting it right November 2012 Jrgen Lcke,Torsten Kurth,Simon Vller Pricing KM Deck v2.pptx 1 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Objectives of this deck Give a brief introduction to the importance and particularities of pricing in biopha
2、rma Put forward a framework for pharmaceutical launch pricing Suggest a potential project approach for launch pricing projects Present templates and illustrative outcomes of a launch pricing project Pricing KM Deck v2.pptx 2 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Execu
3、tive summary Pharmaceutical(launch)pricing is an important yet particular art Drying research pipelines and budget pressure increase importance of pricing Pharmaceutical pricing is different from normal pricing due to the complex interaction of many stakeholders A biopharma launch pricing framework
4、has to reflect all aspects influencing pharmaceutical pricing Regulatory environment:Assessment of reimbursement/funding landscape and access hurdles Disease characteristics:Understanding of prevalence,patient flows and treatment pathways Competing products:Evaluation of competitors pricing,value pe
5、rception and unmet need Launch product:Analysis of clinical/economic value perception per indication and intended usage Decision making:Insight into decision making process,stakeholders and main decision criteria Price sensitivity:Research of willingness-to-pay,usage restrictions and eventually pric
6、e-response-functions Company objective:Aligning pricing with the main objectives of the company A pricing project covering all aspects of the launch framework could be conducted in three phases Phase 1:Desk research and expert interviews to understand P&R1 environment and disease characteristics Pha
7、se 2:Primary research with clinicians and payers to assess clinical value and price sensitivity Phase 3:Synthesis of results to identify optimal price and launch sequence aligned with company objectives 1.Pricing&Reimbursement Pricing KM Deck v2.pptx 3 Copyright 2012 by The Boston Consulting Group,I
8、nc.All rights reserved.Agenda Introduction to pharmaceutical launch pricing Pharmaceutical launch pricing framework Potential set-up of a launch pricing project Pricing KM Deck v2.pptx 4 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.Pricing is a main component of biopharma la
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