US Price Strategy for a Novel Oncology Agent

A mid-size pharmaceutical company was preparing to launch a novel oncology agent in multiple tumor types and wanted to develop a pricing strategy that accounted for variations in competitors and clinical profiles across indications.

We conducted four projects over ~18 months to develop the pricing strategy for a novel oncology agent in multiple tumor types.

In project 1, we conducted a landscape assessment to understand the competitive environment for the tumor types of interest. We then researched analogs to better understand implications to access for medical benefit oncology agents that launch in multiple indications over time. This was followed by primary market research with payers, institutions, prescribers, and pathway vendors to determine an initial pricing range for the product. During project 2, we conducted an additional analog assessment to understand access implications for higher-priced recently launched oncology products, and how the clinical profile relative to competitors influenced price potential. This secondary research was supplemented with primary research to understand access implications at institutions. Project 3 involved an additional round of primary research with payers, institutions, prescribers, and pathway vendors. This larger sample helped us narrow in on a pricing range for the product. Finally, we used insights from all prior research to develop the launch pricing strategy. This work supported leadership and executive team meetings, and a final pricing decision was made.

Blue Matter provided well-supported recommendations for a launch pricing strategy that would optimize product value and access across multiple tumor types. Additionally, the client gained much broader and deeper knowledge of US oncology drug pricing.