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
by peter thomsen, eu correspondent for watch medier, translated by catherine brett & daniel pedersen

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

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