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Dynamic Markets Need Dynamic Pricing: Roche Explores Differential Pricing Strategies In Emerging Markets

 
• By Brian Yang

Roche experiments with a variety of tactics, including second brands, patient assistant programs, supporting private insurance and other ways to drive volume in highly fragmented markets.

Roche has talked for a long time about pursuing innovation rather than branded generics in emerging markets. But investors and other stakeholders have openly wondered how Roche could do that and still make its drugs affordable to the majority of patients in countries like China, India and other emerging markets.

During its Feb. 1 and Feb. 3 quarterly earnings call from London and New York, respectively, Roche for the first...

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