Why we started with a price, not a product

Most brands begin with a product and work out what to charge for it. Medabis began the other way round, with a question that had been nagging at everyone involved in Findabis for years: what, exactly, is in the price?

When you look at a great deal of premium product, the honest answer is that much of the price is the story. Scarcity that was engineered. Positioning that was bought. A launch that was expensive. None of it is the product, and none of it is the work of getting the product to a pharmacy properly.

So the company started from a list. Cost to make. Cost to test. Cost to move between regulated markets and supply properly. A margin that keeps the lights on. That list became the price, and the product had to be good enough to deserve it.

It is a small inversion. It changes everything downstream.