GlaxoSmithKline has decided to roll out an orphan cancer therapy at the relatively modest price of $5,000 for a 21-day dose cycle. Atriance targets a rare blood disease that affects fewer than 500 patients in the EU. For Glaxo, the price makes Atriance an almost certain money-loser. But with countries around the globe fiercely criticizing Big Pharma for its astronomical prices for new drugs, the real payback may come on the public relations side of the business. That would be a rare win in the pharma world.
- read the report from The Wall Street Journal's health blog (sub. req.)