Roche Maintains Consistent Pricing Policy

BMI Core View: Drugmakers will increasingly use differential pricing in emerging markets. Pharmaceutical companies generally price their patented medicines at the maximum the market will bear in light of the absence of directly substitutable products. To maximise returns on investment, drugmakers maintain pricing structures as pharmaceuticals are rolled out in developed states. However, problems arise in emerging markets, where low incomes preclude these high prices. By dropping medicine prices in emerging markets, pharmaceutical companies can increase volume sales

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