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Ed Schoonveld’s article Think Like a Payer explains very succinctly exactly why it is imperative to build a payer perspective into your product development and pricing strategies. I heard Ed expand on the topic at an event hosted by Chartered Institute of Marketing yesterday and he does have a knack of making even the most complex ideas engaging and easy to understand (I do recommend the CIM medical Marketing Group to anyone involved in pharma or medical device marketing; they have some first rate events). Ed Schoonveld is author of Gower Publishing’s The Price of Global Health.