Bernard Poussot, president and chief operating officer at Wyeth, has been speaking at The Economist's annual pharmaceuticals conference in London.
Comparing the various methods of pricing mechanisms used in Europe, Mr Bouchard said that the Pharmaceutical Price Regulation Scheme (PPRS) has worked well in the UK.
In comparison, France has "every form of price control," and the situation in Germany has deteriorated due to the introduction of reference pricing there. "The UK must not go this route," he stressed, nor should it adopt any other of the "bad practices" now in place around Europe.
"Consider innovation - do not kill the golden goose," he stressed.
Sir Alasdair Breckenridge, chairman of the UK Medicines and Healthcare products Regulatory Agency, wondered if, in light of the Office of Fair Trading's (OFT) report on PPRS, the industry will have to embark on a "charm offensive" in order to make the public better understand the nature of innovation.
Source: PharmaTimes
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