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

Payer research is essential for setting the right price for a new pharmaceutical. However, it's important to recognise that there is no single "payer." In this short video, Gary Johnson, expert faculty member teaching CELforPharma’s 2-day How to Price Better than Your Competitors for Successful Market Access course, 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.