GSK Uses Flexible Pricing Approach To Improve Sales Volumes

BMI Core View: In an ever-more competitive global environment, drugmakers will increasingly use differential pricing to maximise sales volumes. Pharmaceutical companies generally price their patented medicines at the maximum the market will bear, especially in the absence of directly substitutable products. To maximise returns on investment, drugmakers maintain differential pricing structures as pharmaceuticals are rolled out in developed states, which are more able to pay for higher drug prices, and in emerging markets, where price can greatly restrict accessibility. However, when reducing drug prices in specific countries, pharmaceutical companies need to consider the broader impact on the dynamics of the

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