Issue: March / April 2022

Pricing is the only moment of truth in value capture Part 1 – Introduction and examples

11 April 2022 No Comments

This note (parts 1 and 2) suggests learning from real world examples of value pricing for products and services. It is important to realize that they are the outcome of many years of trying and failing and trying again. An approach in 4 major steps is recommended:

Understanding customer needs
Comparing your own offering versus competitors
Embedding value pricing in a value selling journey
How to create fair sharing as a foundation for long term equitable economic benefits for all parties

The process starts with your belief that you (can) create real value for your customers. The challenge is that what you think the value is may not be (fully) correct. So, you need to be a little schizophrenic about this. On the one hand fully convinced and driven that you can bring superior value, but at the same time open and self-critical to want to learn what your customer really needs.

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Why validation is key to the industrialization of cell and gene therapies

11 April 2022 No Comments

A particular challenge associated with commercializing a cell and gene therapy (CGT) product is defining and performing a successful process and product validation campaign. This is particularly challenging due to limited experience, data and guidance currently available for CGT products. BioPhorum’s CGT validation workstream have published an article highlighting these issues, showcasing a number of unique validation challenges, and potential solutions, associated with CGT validation. Here we speak with one of the lead authors, Sharif Ahmed of Bayer, who kindly highlights some of these challenges, key takeaways/recommendations from the team, and the benefits of working as a cross-industry collaboration to discuss and identify potential solutions to common challenges.

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