Is lowering your price a good product strategy

This is a story of a highly specialized drug, Ilaris, which is sold by Novartis for $16,000 a dose or $64,000 a year. They sell to under 10,000 patients a year. Novartis discovered that the drug may also have a beneficial impact on heart attack survivors. There are 615,000 survivors a year, 246,000 of whom would benefit from the use… Read More