Payer Research – Cardiovascular Case Study on Franchise Pricing


The primary objective was to assess whether our client’s existing pricing and market access strategy was still maximising the profitability of the cholesterol franchise, given the existing and anticipated pricing and reimbursement landscape. Our secondary objective was to determine what the most appropriate strategy would be to ensure the continued success of the cholesterol products within the portfolio, while launching a fixed-dose combination (FDC) at the same time.


The initial phase of the project involved researching current health policies across nine key markets in the area of cholesterol management. The next phase was based on interviews with KOLs, and the final phase was a programme of interviews with Payers and Policy makers.


Based on the research, we were able to understand the forecast changes in the health policy landscape, how these would impact the client’s existing portfolio, and what opportunities would become available to a FDC. We were able to advise our client that there would probably be risks associated with launching a FDC into saturated market, and that pricing would be a critical factor in the success of such a product.
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