Building a Global Price Strategy: How Thelansis Helped a Biopharma Set the Right Launch Price Across 15 Markets
Background: A biopharma company was preparing to launch a first-in-class therapy in immunology TA. The asset showed strong clinical promise, but its commercial team faced a familiar challenge: every market had different payer expectations, and a single misstep on price in one country could trigger ripple effects across the global reference pricing network. With 15 priority markets tied together through external reference pricing (ERP) rules, the team needed a clear price corridor that protected the global floor price, maintained headroom for future indications, and aligned with local payer willingness to pay. That’s where Thelansis stepped in. Problem Statement: The global pricing team lacked: A harmonized view of payer elasticity across the 15 markets A cross-market price corridor that minimized reference price erosion A forward-looking assessment of ERP spillover, especially from lower-priced markets Early guidance on how different price stacks...