OBJECTIVES

Decisions about product positioning, price determination and reimbursement negotiations - and ultimately getting a product to patients – hinge on understanding how the product’s value evolves across indications in its life cycle. Estimating the value potential of early assets can be challenging due to lack of long-term data and market visibility. A novel tool was developed to support pricing and effective launch planning of early assets targeting multiple (orphan) indications, facilitating optimal market access. The tool is comprised of a scenario generator that models likely launch sequences across US and EU3, built on top of a proprietary value framework.

METHODS

To obtain price points for the investigational asset and pipeline competitors, a value-price analysis was conducted, utilizing the value framework. Subsequently, likely launch scenarios were modeled where the price evolution of the asset in focus was governed by rules reflecting competitor presence and country-specific regulations. The outcomes were analysed to identify optimal price scenarios and key value drivers for TPP optimization.

RESULTS

We have identified the most critical key value driver across all indications, which was shown to shape prices up to 60.46% across EU3 and up to 1.79% in US. The comparative scenario analysis [highest-price (HP) vs. lowest-price (LP)] demonstrated that with optimal launch strategy the manufacturer could gain 11.6% (on average) in revenue across EU3 and 0.64% in US.

CONCLUSIONS

The study provides a novel method for estimating value of multi-indication assets by enhancing early decision-making for launch and revenue planning.