OnDemand WTP Pricing Research

Novartis pushes for new pricing strategy in Japan | Dominion Funds

Swiss pharmaceutical giant Novartis is urging Japan to consider a new pricing model for medicines that link payment to patient outcomes. This is not new ground for Novartis: the company has experimented with similar pricing strategies elsewhere, and has been amongst the most innovative players in the sector when it comes to thinking about how people should pay for drugs.

Under this system, only those patients who directly benefited from a treatment would end up paying for it. It’s a bold move from a company that has confidence in its products. More than that, it could have the potential to alleviate social crises over the cost of healthcare, and the thorny ethical problem of whether people should pay for products that have not delivered the desired outcome.

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Dominion Funds – Novartis pushes for new pricing strategy in Japan.

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