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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