Listen as Ralph Hughes, PharmaVentures’ Pricing and Market Access expert, talks with Adrian Dawkes about how you can reduce the risk when you want to get your asset onto the market and get ahead of the competition.   Understanding incentives, perspectives and funding flows can lead to better pricing and development strategies. Understanding payer perspectives can help you define market positioning and pricing. Targeting drug development at payers, as well as the regulators, can ensure adoption. Payers can become advocates, not blockers, given the right data and narrative. How combining pricing and market access with valuation work can increase investor confidence.