OBJECTIVES: The pharmaceutical industry is transforming, reshaping the landscape of launch strategies. This paradigm shift presents an opportunity for companies to reconsider their launch sequencing, with a growing emphasis on prioritizing emerging markets, deviating from conventional practices. This study aims to investigate the impact of pricing in emerging countries on developed markets.

METHODS: An analysis of the pricing evolution of TECENTRIQ and IMFINZI, was conducted, assessing the historical prices since launch in selected developed and emerging countries.

RESULTS: The study encompassed the price evolution of TECENTRIQ and IMFINZI across 16 countries: 6 developed (France, Germany, Italy, Spain, the UK, and the US), 5 principal emerging (Brazil, China, Russia, South Africa, and South Korea), and 5 less common developing (Egypt, Czech Republic, Jordan, Latvia, and Lebanon) countries. Price drops were observed in France and Germany, while none were noted in Italy, Spain, and the UK. These price fluctuations in developed countries were cross-referenced with the launch date in emerging countries. However, further investigation indicated that these price reductions were attributed to national- or company-specific factors. Additionally, pricing criteria analysis revealed no discernible correlation with pricing in emerging countries. In the US, annual price increases were observed (i.e., no impact from the pricing in emerging countries).

CONCLUSIONS: The pricing strategies adopted in emerging countries do not manifest a discernible impact on the pricing observed in developed nations, and no apparent correlation was found between these launches and the pricing trends. Additionally, pricing criteria in developed nations revealed a noninterest regarding the situation in emerging countries. In light of these observations, it can be inferred that a recalibration of the historical launch sequence for drugs is feasible, as it is unlikely to result in a significant impact on pricing strategies in developed countries. Further investigations is needed to understand trends in other therapeutic areas.