ABSTRACT
This chapter focuses on pricing strategies from a global perspective. It evaluates the need for a global strategy and discuss, step by step, how should go about defining the right strategy for the drug's global business opportunity. Global drug pricing is complicated due to international referencing, trade issues and political sensitivity with respect to price differences between countries. The chapter also focuses on bringing everything together in an optimal global market access. It details at price referencing and parallel trade and considered some specific examples to determine an optimal strategy. The European parallel trade case study provides more background on the historical development of parallel trade in Europe. It is interesting to consider the European events over time in light of the developments in the United States. As a consequence of our inability to separate markets, we need to find a compromise between the need to locally optimize price and the avoidance of international price cascading.
