Payer research is critical to set the right price for a new pharmaceutical, but there is no such thing as THE payer. Watch this 2-min video interview with Gary Johnson, expert faculty member teaching CELforPharma’s 2-day "How to Price Better than Your Competitors: Essential Insights, Principles & Techniques for Successful Market Access" course, who explains the different types of payers you need to consider before starting your pricing research.
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Gary Johnson is a thought leader in this respect since he has been involved in pricing for around half of the new molecular entity launches over the past 5 years and is the author of Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals.
