Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How GlaxoSmithKline Prices Life-Saving Drugs
In this episode of Pricing Power Podcast, Lucas and Luna explore how pharmaceutical giant GlaxoSmithKline sets prices for life-saving drugs. Using the example of the shingles vaccine Shingrix, they break down the pricing strategy that balances high R&D costs, tiered pricing across countries, patent cliffs, and public perception. Lucas explains the 'value-based pricing' approach used in pharma, where a drug's price is tied to the health outcomes it delivers, such as hospitalizations avoided. They also discuss GSK's tiered pricing in low-income countries and the…
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