OBJECTIVES: With fewer products in the development pipeline new technologies entering the market often rely on demonstrating alternative value offerings.  Improvements in administration and patient convenience are often desired but our aim is to discover whether this leads to a tangible pricing and reimbursement opportunity.   METHODS: In-depth analysis was conducted across an array of products in a variety of disease areas where improvements in administration were the only main differentiating factor. A variety of national and regional payers were interviewed across European markets to gain an understanding of the value attributed to these factors. Payer advising key opinion leaders, influential in aiding decision making, were also key to the research as they gave a more clinical perspective. In addition to value seen through administration, other endpoints such as quality of life were assessed in terms of offering a potential price premium. Qualitative analysis of these findings permitted us to place markets in the framework and extrapolate key findings to other key markets. RESULTS: With increased scrutiny of new medicinal products entering European markets since the economic uncertainty of the past 2 years, administration advantages only pertain to a marginal price premium opportunity.  Priority, in terms of pricing potential, is predominantly derived from value attributed to a product’s efficacy. CONCLUSIONS: Stakeholders, while enthusiastic about products offering patient advantages, had a low willingness to pay for administration improvements.  Physicians however were more positive towards the value they placed on patient convenience and would be willing to pay for administration and quality of life advances.