Drugmakers Rethink Launch Strategies as MFN Pricing Rules Shake Market

A new Numerof & Associates report says that the rollout of Most Favored Nation (MFN) pricing rules is forcing drugmakers to overhaul how they choose launch markets.

Executives surveyed said the United States remains the primary pricing target, so companies are prioritizing regions that allow the best price under MFN, moving away from treating launches as simple math calculations.

The study, which interviewed 157 leaders from 67 firms, notes that the shift follows earlier changes after the pandemic and the Inflation Reduction Act, and highlights a broader move away from traditional sales-force models toward more flexible commercial strategies.