For many pricing research projects, regardless of industry, the key is to understand how customers evaluate decisions and make choices between competitive options. This pharmaceutical company had developed a more efficient product that would save their customers money in the long term. Customers however, merely viewed the premium price per gram headline and perceived the product as too expensive. By developing an adjustable pricing tool that allowed customers to calculate how much money they could save, while maintaining the product’s premium price, Pricing Solutions were able to drastically improve the sales team’s position. The Challenge Although the product had similar efficacy and safety to the current standard treatments, this product had the potential to save cu

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