Key decision makers might be price insensitive, depending on the regulatory structure of the market. For example, Japan, has a regulatory system that provides economic incentives for physicians to use certain therapies, while some European markets discourage physicians from higher-priced therapies.

Countries vary greatly in the degree to which patient price sensitivity is encouraged or structured in local regulations. We help our clients to integrate the results of our price sensitivity analyses, using a tailored approach to maximise returns.