Pharmaceutical Pricing - a Global Perspective - US, EU and ASEAN


Instructor: Peter Wittner
Product ID: 706400
Training Level: Intermediate

  • Duration: 60 Min
Prices for some products can vary from around $1,000 per pack in the US to one third of that for the certain product in South East Asia. In EU markets, prices are in between these two extremes and the same product can sell for anything between one-half and two thirds of the US price. The webinar sets out to examine these difference, explain how the price variations have arisen and aims to provide participants with some insights into ways of coping with them when moving into new markets.
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Why Should You Attend:

When trying to launch a new product in a new market, it is vital that companies are aware of the factors that will impact on the price that they can obtain and how the local authorities tend to think. Getting it wrong can be expensive!

Participants at this seminar will gain insight into how healthcare providers try to control and push down prices, while at the same time Pharma companies try to gain the best possible price for their products.

They will also learn about:-

  • Price control mechanisms and tools
  • Who sets the pricing and what influences them
  • How healthcare structures and models impact pricing
  • Pharma pricing and reimbursement
  • How brand prices affect generic prices
  • Insight into topics like internal and external reference pricing
  • The influence of supply and demand on generic prices
  • The growing importance of “value for money” considerations for brands

In view of the way that countries copy each other as they look for new ways to cope with aging populations and rising healthcare bills, participants can also learn of methods used elsewhere that they might apply in their own domestic markets.

The prescription product Rituxan/Mabthera 100mg is available in the US at a price of around $989. By contrast the same product in Germany, the EU's highest priced country, MabThera® 100 mg Konzentrat is listed at €840 for 2 (≈$472.99 each).

At the opposite side of the world, Mabthera has a list price in Philippines of PHP16,754.12 (≈$321.30 /vial).

How did these price differences arise and what accounts for them?

Part of the explanation of the high prices in the US lies in the previous lack of price controls. By contrast many other countries have a more socialised healthcare system where the massive purchasing power of the state likewise gives it a massive ability to negotiate prices down.

Then there are the countries where the healthcare system is in fact very poorly developed, as a result of which many patients pay for medicines out of their own pockets. This, too, has an impact on the prices that manufacturers can charge for their products.

On top of these influences are the generic and biosimilars markets that are in varying states of development and penetration that also affect prices. The result is a complicated jigsaw puzzle of countries and medicine prices across the world. This webinar gives some insight into how all these factors play out against each other and gives participants some insights into strategies that they can use to try to maximise the prices that they can obtain.

Areas Covered in the Webinar:

  • The US approach to pricing
  • The European pharmaceutical environment
  • UK's NICE and Germany's IQWIG “value-for-money” considerations
  • How these have a knock-on effect on generics and biosmilars
  • How countries try to control healthcare spend – EU and ASEAN
  • Differing approaches to promoting generics
  • Branded and unbranded generic markets
  • The impact of tendering on prices
  • The impact of biosimilars on originators

Who Will Benefit:

  • Strategic planners
  • Marketing personnel
  • Commercial managers
  • Businesses Development
  • Anyone trying to understand price control systems that might be adopted in their own country
  • Branded pharma companies who want to understand how generic companies price their products


  • Unbranded generic pharmaceuticals
  • Branded pharmaceuticals
  • Biosimilars industry

Free Materials:

  • Reference documents
  • Rule documents or guidance
  • Checklist
  • SOP template
  • Easy fill in forms
  • Articles
Instructor Profile:
Peter Wittner

Peter Wittner
Senior Consultant, Interpharm Consultancy

Peter Wittner, B.Sc., is an independent consultant, speaker and trainer specialising in the commercial aspects of generics with more than 35 years’ pharmaceutical experience. Before starting his own business, Peter worked for the Indian generic leader Ranbaxy as Managing Director to help set up its UK business before he later returned to consultancy work. Before that, he had headed the European sales and marketing departments of the UK generics companies Evans Medical and H.N. Norton, which later became part of IVAX and Teva.

His company Interpharm works with new market entrants on generic strategies, assists in business development for generic companies based outside the EU that are trying to enter the market and advises companies that are seeking to enlarge their product range.

While mainly oriented to the commercial side with services such as market intelligence and pricing overviews for example, Interpharm also advises on IP and patent issues as well as the legal background to the pharmaceutical industry in Europe and the US. In addition, Peter has increasingly become involved with biosimilars and has frequently spoken on the topic and run seminars on the subject.

On the other side of the equation, Interpharm has also worked with originator companies that are concerned with defending their major brands from generic incursion.

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Registrants may cancel up to two working days prior to the course start date and will receive a letter of credit to be used towards a future course up to one year from date of issuance. ComplianceOnline would process/provide refund if the Live Webinar has been cancelled. The attendee could choose between the recorded version of the webinar or refund for any cancelled webinar. Refunds will not be given to participants who do not show up for the webinar. On-Demand Recordings can be requested in exchange. Webinar may be cancelled due to lack of enrolment or unavoidable factors. Registrants will be notified 24hours in advance if a cancellation occurs. Substitutions can happen any time. On-Demand Recording purchases will not be refunded as it is available for immediate streaming. However if you are not able to view the webinar or you have any concern about the content of the webinar please contact us at below email or by call mentioning your feedback for resolution of the matter. We respect feedback/opinions of our customers which enables us to improve our products and services. To contact us please email [email protected] call +1-888-717-2436 (Toll Free).




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