Patient Access to Pulmolive in China

Angelmar Reinhard; Tekin Turhan Ebru

Product #:IN-2352

Supplier:INSEAD

Discipline:Marketing

Setting:Asia

Details:Case (PDF) • 5 pages • 2021-08-20

Subjects:

Marketing

Geography:

Asia

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$9.71

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An international pharmaceutical company must decide on the pricing and access strategy for the first targeted medicine approved in China to treat advanced non-small cell lung cancer, a high mortality condition, in ALK-positive patients. As the vast majority of patients in China would have to pay out of their own pocket, pricing the medicine at the international ex-factory price would make it unaffordable for many.

Learning Objectives

Pricing and access strategy for high-priced non-reimbursed new medicines:
- Medicine access barriers
- Affordability (ability-to-pay) analysis
- Inter-country and intra-(within)-country differential pricing