What a new medicine can earn is being reset on both sides of the Atlantic.
Three shifts will shape revenue over the next two years. US tariffs bite unless prices track other rich countries, obesity drugs are moving to cheaper channels, and the EU is cutting baseline protection.
The CEO page · three shifts, what they mean, what to decide
01Tariffs
US tariffs on branded medicines are now in force for everyone without a deal.
02Obesity
Some employers are dropping obesity drugs as Medicare buys them at a low price.
03Europe