The 4 payer types to be considered in optimising value pricing in pharma

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 for Successful Market Access course, who explains the different types of payers you need to consider before starting your pricing research.

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.