Assessing the market for a novel gene therapy

The Challenge

Our client was preparing for the launch of a novel gene therapy and was looking to understand the potential value of its product in the market. They also wanted to know the best ways to balance patient and alternative pricing models across different countries.

The Approach

Putnam Associates, an Ashfield Advisory company, created market segments for the new therapy and estimated patient costs based on dosing. The team also gauged the likely price leverage at launch and the expected price decrease as the product expands.

They put together detailed expectations and requirements across different markets and assessed the need for specific alternative pricing models.

The Results

Based on Putnam’s work, the client has decided to move forward with innovative pricing models, tailored by market.

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