The role of pricing research in assessing the commercial potential of new drugs in development

David Luery and David Hanlon

Pricing research has an important role to play in the go/no-go decisions taken to finance the progress of new drugs in development.
  

The role of pricing research in assessing the commercial potential of new drugs in development

David Hanlon

and

David LueryTaylor Nelson Sofres

Introduction

When does one begin to start conducting global pharmaceutical pricing research, who needs to be interviewed and what techniques should be applied?

These are some of the challenges facing pharmaceutical market researchers when assessing the commercial potential of new drugs in development. It may take anywhere between five and ten years to develop a new drug from first entering clinical trials in humans to actual launch. However, in order to assess the investment of...

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