Roche aims to 'un­der­whelm' with ris­diplam price as it en­ters SMA ri­val­ry with Bio­gen, No­var­tis — re­port

With their third-to-mar­ket spinal mus­cu­lar at­ro­phy drug ris­diplam now cruis­ing on the FDA’s VIP lane to­ward a May de­ci­sion, Roche is think­ing through its pric­ing strat­e­gy.

You can ex­pect them to take a page out of their Hem­li­bra play­book as they tried to lure pa­tients away from No­vo Nordisk and Take­da, Bill An­der­son — CEO of the phar­ma group — told Reuters.

“With Hem­li­bra, we priced at about half of by­pass­ing agent,” An­der­son said in an in­ter­view with the news agency. “We aim to un­der­whelm with our price” with ris­diplam, he added.

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