European Payer Research Challenge A privately held specialty pharmaceutical company focused in the field of psychiatry was conducting a Phase III clinical evaluation of its new formulation (one-per-day) of a commonly prescribed anxiolytic. While the company had plans to market the drug in the US itself, it had plans to secure one or more marketing partnerships for commercialisation in Europe where the product would enjoy a 10-year exclusivity period. The pricing and reimbursement landscape in Europe is both heterogeneous and different from the US (as, indeed, are psychiatric practice and prescribing guidelines). In turn, this meant that the validity of the market opportunity in Europe could not be taken for granted. Alacrita was asked to undertake focussed payer research both to provide bu

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