The regulatory requirement which capped the wholesale price that could be charged for this OTC oral medication was soon to expire. The pharmaceutical company wanted to plan how they could restructure their pricing to better reflect market demand. In order to develop an optimal pricing strategy for this product, Pricing Solutions needed to understand consumers’ willingness-to-pay at different price points. They also needed to understand the role of distribution partners— both in setting the end-prices charged to consumers, and in influencing the purchase decision. After completing a large-sample consumer survey, Pricing Solutions was able to recommend a revised pricing structure. Pricing Solutions also determined key segments most interested in this OTC oral medication.

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