Pricing and Market Access Strategy
Pricing and market access decisions are shaped by evolving policy, payer expectations, and the evidence needed to justify value in each launch market. We help pharma and biotech teams build global and US pricing and access strategies that consider payer requirements in the evolving landscape, together with commercial objectives, available evidence, and impactful value communication – across all stages of the product lifecycle.
Specialist Market Access Support
Our specialists support early opportunity assessments, pricing and market access strategy, launch planning, negotiation readiness, and payer value communication – helping teams anticipate risks such as international reference pricing (IRP), affordability pressures, and US reforms including Most-Favored Nation (MFN) policy developments and assessing trade-offs.
In an increasingly complex pricing and reimbursement environment, we help pharma and biotech teams make confident, access-informed decisions by combining strategic considerations, payer insight, evidence strategy, and commercialization expertise.
How we Support Global Pricing and Access
Our global team helps clients quantify, enhance, and communicate the value of their assets to payers – ensuring the payer perspective is built into product strategy and critical investment decisions.
We work across the product lifecycle, ideally from early development, to help clients make confident choices on pricing potential, evidence priorities, and launch sequencing across key international markets.
We support our clients’ global market access goals with:
- Environment and opportunity assessment – early landscape assessments and mapping, analog analyses, TPP assessments, BD assessments, and portfolio reviews
- Early pricing and market strategy – early price and access potential, scenario planning, input to trial design, trade-off analyses, and early go/no-go decisions
- Pricing and market access strategy – price sensitivity assessments, final pricing and market access strategy, innovative agreements, IRP planning and launch sequence assessments, MFN strategy, negotiation training, and mock negotiations
- Evidence and value – payer value propositions, evidence gap assessments, global value dossiers, objection handlers, and payer value communication tools
Our work is built on a foundation of strategic consulting and analytical thinking supported by analog assessments as well as payer and stakeholder insights from a range of primary research approaches (including qualitative discussions, advisory boards, digital insights, and quantitative research).
How we Support US Pricing and Access
The US pricing and access landscape is shaped by a complex mix of federal policy, state requirements, and commercial payer dynamics.
We help teams understand how policy developments and payer expectations translate into pricing strategy, contracting considerations, and evidence needs – and how those decisions can affect global pricing strategy through price referencing and governance.
Our support includes:
- US pricing and access strategy across Medicare, Medicaid, and commercial payers
- Assessment of policy impacts, including IRA-related changes and evolving MFN initiatives
- Evidence and value messaging to support coverage and reimbursement decisions
- Scenario planning to understand net price implications, risk, and trade-offs
Key Pricing Drivers Shaping Drug Pricing and Market Access in 2026
Below are the policy and market dynamics we see shaping pricing and access decisions across global and US markets. For each driver, we help teams understand what it means for evidence generation, launch planning, and pricing strategy – translating complexity into clear actions.
Most-Favored Nation pricing
Most-Favored Nation (MFN)-linked approaches are reshaping global pricing corridors and making launch sequencing more complex.
We help teams understand how MFN dynamics could influence list and net prices, test global pricing scenarios, and identify where early decisions might create downstream risks for access or international reference pricing.
Implications of JCA under EU HTA for pricing
Joint Clinical Assessment (JCA) is changing how evidence feeds into pricing and reimbursement discussions across Europe. Our team helps clients interpret emerging expectations, understand how JCA outputs may influence national pricing negotiations, and prepare the value messages that will resonate with payers.
International Reference Pricing (IRP)
International Reference Pricing (IRP) remains one of the strongest global pricing levers. We work with clients to map reference baskets, model spill-over effects, and build price–governance approaches that protect longterm value. Scenario planning helps teams set achievable price corridors and make informed launch decisions.
Affordability pressures and cost-containment measures
Payers are intensifying efforts to manage spend – from tighter utilization management to price negotiations. We support clients by identifying where affordability concerns are likely to arise, shaping value arguments that address payer priorities and helping plan for the evidence and negotiation moments that matter.
Evolving payer evidence expectations
Expectations around comparative evidence, durability of effect, and health system impact continue to change. We help clients plan evidence strategies early, identify emerging gaps, and develop value messages grounded in what matters most to payers – reducing uncertainty and strengthening pricing justification.
IRA and Medicare Drug Price Negotiation
The Inflation Reduction Act (IRA) is redefining US pricing dynamics through Medicare Drug Price Negotiation and inflation-based rebates. We help teams prepare for upcoming negotiation windows, understand evidence and analytics requirements, and explore how IRA-related changes may affect commercial contracting and broader global price strategy.
CMS processes and implications for pricing
Centers for Medicare & Medicaid Services (CMS) initiatives continue to evolve, influencing coverage expectations, rebate requirements, and pricing frameworks across government programs. We help teams understand how these changes interact with net price, best-price calculations, and competitive dynamics – supporting confident, cross-functional decision making.
Hot topic – Medicaid reform momentum and MFN-linked initiatives:
Recent CMS activity has increased focus on Medicaid pricing and supplemental rebates, with manufacturers weighing how evolving initiatives could influence federal pricing expectations and commercial dynamics. These decisions often require coordinated input from US and global teams, including an understanding of international price corridors, reference pricing exposure, and pricing governance.
How we help – from coverage requirements to strategic implications:
To help teams move quickly from Medicaid coverage detail to pricing and access decisions, Artia Solutions – Powered by Petauri™ offers GENEROUS Navigator, with strategic input from our global pricing and market access experts. It provides a structured way to compile state-by-state coverage requirements and assess how evolving CMS initiatives may affect pricing risk, access strategy, and competitive positioning.
Two levels of support:
- Coverage foundation – state-by-state prior authorization criteria and preferred drug list placement, organized in a consistent template
- Strategic analytics – adds benchmarks, modeling, and risk/opportunity assessment to support internal decision making
US coverage pathways (Medicare, Medicaid, commercial)
Coverage, coding, and payment requirements vary widely across US payers and directly affect pricing potential.
We help clients map likely access pathways, understand where payer requirements diverge, and identify friction points early so they can plan evidence and value communication to support appropriate coverage.
Rebate dynamics and Medicaid best price
Rebates and best-price rules heavily influence US net pricing and can create ripple effects across payer channels.
We help teams model pricing scenarios, understand cross-program impacts, and identify strategies that minimize risk while maintaining flexibility in contracting and access.
These forces are reshaping the pricing landscape. At Petauri, we help teams turn this complexity into practical actions that support successful global and US launch planning.