Case study 6

Initial market assessment for our main product came out negative. Should the company still consider entering Europe?

Company F conducted market assessment of its main product, which was going through the registration process. The research showed that the product will not get reimbursement in key European countries. In-depth patient analyses, however, showed that there was a strong need and patients were willing to buy the drug using their private insurance or their own money. Two years later, the Company successfully implemented the out-of-pocket strategy (i.e., asking patients to pay for the drug).