Where Drug Firms Go Wrong in International Drug Pricing
Executive Summary
Mispricing in Europe--pricing the new therapy too high compared to perceived incremental value than the older therapy--has been a key reason that new classes of drugs haven't achieved their volume objectives. Successful follow-on classes like statins and proton pump inhibitors have kept their European prices relatively close to the costs of the previous therapies; less successful ones, like the glitazones, have not.