Launch sequence to manage appetite for reimbursement and maximise pricing for a gene therapy

Our client needed to develop a launch sequence accounting for key drivers of free pricing and cross-border treatment, as well as the acceptability and speed of gene therapy reimbursement. They needed to focus on maximising pricing.

We developed a bespoke launch sequence, allowing the company some flexibility while also giving them informed recommendations. The sequence catered for national reimbursement, named patient reimbursement, and other local forms of reimbursed treatment in Europe. We focused on minimising the effects of reference pricing on the therapy’s list price, instead targeting a Europe-wide list price.

The client was able to secure a single, high list price across Europe, maximising their revenue and negotiating position while avoiding the effects of reference pricing. The launch took place across all European markets of interest within a 19-month period.