ABSTRACT
This chapter provides more background and insights on the most commonly used payer and pricing research methodologies. One way of better understanding payer decision-making with respect to a drug and its optimum price, is the use of market research with payers, payer influencers and prescribers, hereafter referred to as “payer and pricing research.” In support of launch of a new drug, payer and pricing research tends to be more involving and require a mix of methodologies. A qualitative payer and pricing research program should provide good insights into critical elements related to payer and prescribing decision-making that can be expected to have an impact on the drug’s development program and/or its price setting. The US market has many payer segments and sub-segments that behave somewhat differently. Cash pay markets or non-reimbursed situations in reimbursed markets require focus on the physician–patient interactions without consideration of the payer.
