For the pharmaceutical industry, emerging markets are dynamic, full of potential and offer solid growth at a time when established markets are contracting. But they also pose a significant problem: extreme disparities in income.
Increasingly, companies are turning to tiered pricing as a solution. The strategy targets market segments, boosts market share and increases patient access to drugs. But it’s not perfect.
Tiered Pricing Strategies in Emerging Markets offers concisely written insights into the issue of differential pricing in fast-growing markets where stark disparities in wealth are common. Based on interviews with experts from pharma, health economics and health activism, the report sheds light on the challenges ahead in establishing the right price point, increasing market access and avoiding the diversion of price-tiered products into wealthier markets while answering the call of corporate social responsibility.
Key features of Tiered Pricing Strategies in Emerging Markets include:
Filled with clear explanations and timely examples, the report gives the industry a precise view of a new and highly selective strategy. This report provides:
Tiered Pricing Strategies in Emerging Markets answers key questions including:
“This issue of access to medicine on a global basis is here to stay. It isn’t only limited to HIV or malaria. It’s something that is going to be an issue for decades to come.” – Suerie Moon, Doctoral Research Fellow at Harvard University’s Center for International Development.
“I think in some markets, say in the least developed of those countries, it's more about trying to show that we are trying our utmost to get access to the products that we make across the board and that we're not specifically focusing on the wealthiest markets.” – Andrew Jenner, Director of Innovation and of Intellectual Property and Trade, IFPMA.
“A major challenge [is] to try and segment the market in a way whereby we can responsibly take advantage of the real commercial opportunities that exist in the growing middle classes in the countries but at the same time try to expand access amongst the poorest communities.” – Jon Pender, Vice President, Government Affairs, Intellectual Property and Access, GSK.
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