Price potential

Price potential refers to the estimated price a pharmaceutical product could reasonably achieve based on its clinical value, competitive positioning, and payer willingness to pay.

What is price potential?

Price potential is the forecasted price range that a pharmaceutical product may be able to command in the market, considering its clinical profile, therapeutic benefit, degree of innovation, and differentiation from existing treatments. It reflects what payers may be willing to reimburse, based on health outcomes, cost offsets, unmet need, and the value perceived by healthcare systems. Assessments of price potential typically include comparative pricing analysis, health economic modeling, and early payer research.

Why is price potential important in pharmaceutical planning?

Understanding price potential is essential for shaping clinical development, market access strategy, and revenue forecasting. It helps companies identify the evidence needed to support premium pricing, anticipate payer objections, and make informed go/no-go decisions for pipeline assets. Accurately estimating price potential also enables better portfolio prioritization, launch sequencing, and alignment of internal expectations across R&D, commercial, and market access functions.

HelixAI
Analyze your landscape in seconds with an AI-enhanced knowledge management...
Discover HelixAI
VISFO
Consulting
Optimize your strategic decision-making
Collaborate seamlessly, solve key challenges with proven strategic frameworks, and unlock deeper insights through precision intelligence.
Discover Consulting

See it in action with an interactive demo

See how VISFO’s precision intelligence and collaborative approach ensures you have the right insights, at the right time, to make the best possible strategic decisions.
Dashboard mockupiPhone mockup