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

Client need

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.

Our response

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.

Client value

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.

“Our internal experience was gained in traditional pharma products, so the challenges of designing a launch sequence for our gene therapy were too great. You did a brilliant job of helping us.”

Global Director, Market Access Strategy