PharmaVentures Podcast Series, Edition 8


Listen as Ralph Hughes, PharmaVentures’ Pricing and Market Access expert, talks with Adrian Dawkes about how you can reduce the risk when you want to get your asset onto the market and get ahead of the competition.

  • Understanding incentives, perspectives and funding flows can lead to better pricing and development strategies.
  • Understanding payer perspectives can help you define market positioning and pricing.
  • Targeting drug development at payers, as well as the regulators, can ensure adoption.
  • Payers can become advocates, not blockers, given the right data and narrative.
  • How combining pricing and market access with valuation work can increase investor confidence.


About the Presenter:

Adrian Dawkes is a Managing Director at PharmaVentures and has been with the company since 2007. Adrian has led multiple consultancy, licensing and M&A mandates.

During his professional career, Adrian has significant multi-discipline expertise spanning research and development through to sales, marketing and business development. Adrian has over 30 years’ experience in the pharmaceutical, biotechnology and consultancy services sectors. Adrian holds a BSc in Biochemistry and a PhD in Immunochemistry.


About the Interviewee:

Ralph Hughes is a Vice President at PharmaVentures with experience in Pricing and Market Access and Commercial and Business Development.

He has held various roles in the pharmaceutical industry. For Mundipharma, he developed the commercial and market access strategy for development and launch assets. At Pfizer, he developed market access and pricing strategies across the globe and across multiple disease areas for both early, late stage and in-market assets. He has delivered marketing campaigns, global forecasts, HTAs, pricing strategies, real world data studies, and economic models; through this, Ralph has a deep understanding of what it takes to commercialise an asset in the pharmaceutical industry. He holds a MSc in Public Health and Health Economics from the London School of Hygiene and Tropical Medicine and a BSc in Biomedical Sciences from Newcastle.