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Sep 25, 2006
 |  BioCentury  |  Politics, Policy & Law

Dynamic pricing for value

GlaxoSmithKline plc has unveiled a new approach to discussing reimbursement with European payers that involves a tacit agreement that initial prices can be amended both upwards or downwards based on additional post-launch data. GSK hopes the result will be a focus on value rather than price, and drive the company toward developing truly novel medicines.

The deals reflect the mounting pressure on drug companies to provide evidence of value as well as proof of efficacy(see BioCentury, Sept. 4).

"Over the last four to five years, we have seen a strong move towards price, price, cost, cost, cost and very little emphasis on either value or outcome," said Andrew Witty, president of pharmaceuticals for Europe. "Payers need to cross the bridge...

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