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Positioning and Pricing Strategy for a Novel Therapy

CBPartners developed an uptake maximizing positioning and pricing strategy for a novel multiple sclerosis therapy in LatAm.

Objective

Develop an optimal pricing and positioning strategy for PRODUCT X in LatAm and refine the value story to better resonate with local stakeholders in the region.

Scope

Methodology

Secondary research on the competitive landscape combined with internal working sessions with the local / regional team to vet hypotheses, followed by a semi-qual / quant primary research program with n=104 payers and key opinion leaders (KOLs) moderated in local language.

Deliverables

  • Multiple sclerosis competitive landscape.
  • Target product profile (TPP) value drivers / detractors and activities to boost value.
  • Payer willingness to pay and physician willingness to prescribe in different positioning scenarios.
  • Interactive tool to compare price versus volume trade-offs in different positioning scenarios.
  • Receptivity and feasibility to implement contracting solutions.
  • Tailored LatAm value story that is reflective of local stakeholder priorities.

Illustrative Outputs

Impact

CBPartners provided final positioning and pricing recommendations to support the launch strategy of a multiple sclerosis therapy in LatAm.