December 11, 2025 |
At ISPOR Europe in Glasgow, there were literal queues around the block for Tim Wright’s HEOR Theater presentation ‘MFN Pricing: More Fun to Navigate – A European Roadmap to Success,’ with potentially over a hundred individuals missing out on the chance to learn more about how to prepare for most-favored nation pricing.
Due to its popularity and the ever-changing nature of this vital topic, Genesis Research Group has teamed up with The Evidence Base to review and update the presentation in the light of recent developments.

During the original presentation, Tim Wright, EVP, Access & Pricing at Genesis Research Group, outlined a practical roadmap for navigating MFN pricing, from establishing a U.S. anchor price and applying value-based approaches to mitigating European price erosion risks. The session offered valuable insights for market access professionals seeking to balance policy pressures with innovative pricing strategies.
In a newly recorded interview with The Evidence Base, Tim presents an updated version of his presentation plus commentary on the latest most-favored nation pricing developments. Tim breaks down:
– A recap of the original session: “MFN Pricing: ‘More Fun to Navigate’ – A European Roadmap to Success”
– The GENEROUS Model in relation to MFN
– How MFN and the IRA differ—and where they intersect
– Advice and practical steps to prepare for MFN activities
To access this timely resource for pricing, market access, and HEOR professionals navigating rapidly shifting policy landscapes, visit The Evidence Base.
If you have questions or would like a meeting to discuss, you can contact Tim via solutions@genesisrg.com.
This content was provided by Genesis Research Group
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