Introduction

This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book designs to help a wide range of audiences gain a better understanding of pricing process and emotionally charged field. It provides a general overview and background of the challenges and issues of global drug pricing. The book explains why the industry is so different from other industries and why governments deem it necessary to exert control over its marketing and pricing practices. It gives an overview of the main global payer systems, and a good perspective on the payers' considerations and views. The book discusses payer segmentation and provides an approach to address the variety of global payer systems by considering them in terms of four global payer archetypes or segments. It examines a detailed analysis of payer value stories and introduces the TEMPLE framework to build a payer value story that is compelling, and addresses payer needs in structured way.