Is adopting a low price strategy to gain market access compatible with a viable gene/cell therapy business? - ISPOR Europe 2018

Will 2018 become known as the year when new cell and gene
therapies began taking hold in the market? While their life-saving
potential is clear in many instances (based on clinical evidence
available at launch), there are many medical and technological
uncertainties that long-term data and further research likely will
address. The more fundamental question of who pays for therapies
at a price that is financially attractive to industry and financially
affordable for the buyer is harder to answer. How can the market
set a fair price for drugs that addresses the sustainability of the
research industry and the needs of healthcare systems and
patients? Too high a price means healthcare systems and patients
are unable to afford a drug, thereby denying patients access to
life-saving medicines. At too low a price, the research industry, as
we know it, could flounder. In this study, we assess the perceived
impact of price on the sustainability and long-term viability of the
industry behind the emerging innovative and potentially curative
interventions along with associated negotiated rebates.