Here's a strategy for penetrating the market when state healthcare won't yet pay for your drug: Cut the price. Roche is doing just that with Tarceva, its lung cancer treatment, until the UK's National Health Service committee determines whether to add Tarceva to its formulary.
Last month, the National Institute for Clinical Excellence rejected Tarceva, but an appeals panel questioned that decision. NICE has just agreed to reconsider--and this second appraisal could take up to a year.
- read the PharmaFocus article
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