By E2E Research | April 19, 2021
Research Objective
- The client needed to optimize their pricing strategy by understanding perceptions of prices held by consumer segments towards an inhaler product.
- They also needed to understand GPs’ selection of COPD treatments, and payer reception to various prices, rebate schemes, and complete offers within the portfolio.
Scope & Methodology
- The consumer market was segmented into distinct customer groups based on purchase behavior and paying potential. Each segment estimated various prices of inhalers.
- GPs indicated their intent to recommend various brands in each patient segment at each price.
- Optimum prices were identified for each segment.
Value Delivered
- The client successfully launched a new inhaler in a competitive market with optimized pricing that maximized the opportunity. It quickly gained popularity.
- The client was able to price their product optimally to avoid losing sales and to maximize profit margins
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