Pricing

Setting the optimal price for a new product is perhaps the single most important factor in determining the long-term value of medical innovations. It is also one of the most difficult challenges for manufacturers, given the complex pricing and reimbursement systems internationally, and the dynamic nature in which they inter-relate.

GMAS has considerable experience of conducting pricing evaluations for new products, including the following elements:

• Customer price-sensitivity studies
• International reference price mapping and dynamic price modelling
• Researching pricing analogues and benchmarks across markets
• Development of value based pricing models to identify the optimal price.