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With U.S. Drug Costs in the Cross Hairs, a Look at How Pfizer Set a Breast-Cancer Medicine’s Price Shows an Elaborate Process of Testing the Market
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Three years of market research—a stretch that started almost as soon as the new treatment showed promise in the laboratory—was suddenly in doubt. After carefully calibrating the price to be close to rivals and to keep doctors and insurers happy, Pfizer was left wondering if its list price of $9,850 a month for the pills was too low.