Novo CEO spies new pricing model in EU

CEO of Novo Nordisk Lars Fruergaard Jørgensen will be the pharmaceutical industry’s ear to the ground as the industry’s fundamental EU framework is revised. He tells MedWatch about the strategy, which he hopes will bolster European life science, and a new pricing mechanism he hopes will ensure better market access.

CEO of Novo Nordisk Lars Fruergaard Jørgensen sees a need to challenge current technological evaluations a pricing mechanisms if the European market is to become attractive once again, and has spotted an opportunity within the EU | Photo: Valdemar Ren

BRUSSELS – At first, the signs were small, Lars Fruergaard Jørgensen remembers.

New products went from being rolled out across Europe to only finding their way to a small selection of countries. This was the first indication that the EU’s pharmaceutical industry was beginning to lag behind its competition.

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