Pricing & Market Access

Before fieldwork, we align on key assumptions related to:

• Expected value drivers (clinical improvement, workflow efficiency, cost savings)
• Comparator products and current standard-of-care pricing
• Potential adoption barriers or facilitators
• Needed evidence to justify reimbursement
• This step ensures the pricing strategy aligns with real-world context and internal expectations.

We interview clinicians, procurement managers, hospital administrators, and payers to understand:

• Clinical unmet needs and willingness to adopt new solutions
• Operational and financial barriers
• Budget constraints and tendering structures
• Evidence requirements for favorable reimbursement
• Current challenges with existing alternatives
• This step also helps refine price hypotheses before quantitative testing.

We select methodologies based on product type, market maturity, and data requirements:

• Van Westendorp / Price Sensitivity Meter (PSM): identifies perceived price thresholds (too cheap → too expensive)
• Gabor-Granger Analysis: derives demand curves, revenue-maximizing price points, WTP distributions
• Conjoint-Based Pricing: simulates real-world trade-offs and predicts market share, revenue simulations
• MaxDiff Analysis: identifies importance of value drivers when forced to prioritize
• Price Value Perception (PVP): determines acceptable premium vs. alternatives

Using clinician insights and quantitative modeling, we define:

• Key clinical outcomes supporting value
• Operational efficiencies (time savings, workflow improvements)
• Economic benefits (reduced complications, shorter LOS, treatment cost offsets)
• Payer-relevant evidence gaps
• Expected ROI for hospitals
• This creates a strong value story for procurement and reimbursement.

We evaluate the real-world feasibility of pricing and reimbursement:

• Reimbursement pathways
• Coding requirements
• HTA (Health Technology Assessment) criteria
• Tendering and purchasing structures
• Regional pricing pressures
• Evidence needed for favorable payer decisions
• This identifies what is feasible today and what evidence is required for tomorrow.

We synthesize all qualitative and quantitative insights to recommend:

• Launch price
• Target price range
• Segment-specific pricing
• Price corridors for tenders
• Discounting guidelines
• Product tiering or bundle strategies
• Roadmap for price evolution post-launch