Overview

A global dermatology company preparing to launch a breakthrough treatment for a chronic skin condition needed to determine optimal pricing across 15 countries. The goal: balance accessibility, profitability, and pricing consistency in markets with very different reimbursement systems and levels of physician influence.

Challenge

Pricing was a critical success factor.
The company faced:

• No existing benchmarks for this new therapy class
• Complex market behavior driven by both prescribers and patients
• Diverse reimbursement and regulatory environments
• The risk of parallel imports due to international price gaps

Approach

We applied our proprietary Value & Pricing Optimization Framework to uncover how pricing influenced both prescriber recommendations and patient purchasing behavior.

• Conducted physician and patient focus groups across six regions
• Deployed discrete choice surveys to measure price elasticity
• Modeled how reimbursement and pricing changes impact demand

Solution

Our team built dynamic pricing simulators for each country and customer segment. These tools forecasted market share, unit volume, revenue, and gross profit under different price and reimbursement scenarios.

• Identified country-specific price sensitivities
• Quantified trade-offs between reimbursed and non-reimbursed models
• Created actionable pricing recommendations per market

Results

• Optimized price points that increased profitability while maintaining patient access
• Country-specific business cases supporting launch strategy
• Regional pricing corridors that prevented cross-market pricing conflicts
• A dynamic decision model that continued guiding pricing decisions post-launch

Impact

The project delivered a data-driven, globally coordinated pricing strategy that maximized launch success and long-term sustainability.
Our client gained a repeatable framework to simulate and adjust pricing decisions across international markets with confidence.