1.
Executive Summary
2.
An Introduction To Pricing
2.1 The target audience
2.2 The price is right?
2.3 Pricing strategies
2.3.1 Price sensitivity
2.3.1.1 The unique value effect -
peripheral stents
2.3.1.2 The substitute awareness effect -
syringes
2.3.2 Conjoint analysis
2.3.3 The strategy clock
2.3.4 Economy pricing
2.3.5 Price skimming
2.3.6 Penetration pricing
2.3.6.1 Premium or prestige pricing
2.3.6.2 Cost-based pricing
2.3.6.3 Cost-plus pricing
2.3.6.4 Experience curve pricing
2.3.6.3 Demand-based pricing
2.3.6.3.1 Product line pricing
2.3.6.3.2 Pricing differentiation
2.3.6.4 Competition-based pricing
2.3.6.4.1 Competitive parity
2.3.6.4.2 Cost-benefit pricing strategy
2.4 Market segmentation
2.5 Company example – Chiron
Behring GmbH & Co
2.6 Company example - Tyco Healthcare
3.
Customer Value, Competition And
Cost. Their Role And Influence On
Development For Effective Pricing
3.1 The therapy
3.2 The customer
3.3 Value pricing
3.3.1 The effect of the changing medical
device market on value pricing
3.3.2 Value pricing for consumer
markets
3.3.2.1 Uniqueness
3.3.2.2 Scarcity
3.3.2.3 Trust
3.3.2.4 Proximity
3.3.2.5 Opportunity
3.3.3 Integrating value pricing into a company
3.3.3.1 Customer research
3.3.3.2 Translation of the customer
response into value components
3.3.3.3 Anchoring
3.3.3.4 Equip the sales force with tools
that support value-based pricing
3.3.3.5 Company example - Varian
Medical Systems
3.4 Impact of branding and loyalty
3.4.1 Creating a brand
3.4.2 Branding/price questions
3.4.3 Company example - Hill-Rom
3.5 The competition
3.5.1 Price points
3.5.2 Price wars
3.5.3 Price leaders and followers
3.5.3.1 Barometric price leadership
3.5.3.2 Dominant firm and competitive
fringe
3.5.3.3 Collusive price leadership
3.5.3.4 The dynamic view
3.5.4 Company example – Omron
Healthcare
3.6 Pricing strategy examples in
different medical device sectors
3.6.1 Pacemakers
3.6.2 PTCA catheters
3.6.3 Wound care
4.
Current issues and changes impacting on
pricing
4.1 Reimbursement
4.2 Health technology assessment
issues
5.
Global and Regional Pricing : Drivers and
Trends, Market Challenges
5.1 Market facts
5.2 USA
5.2.1 Company example - Baxa
Corporation
5.3 Japan
5.4 Europe
5.4.1 The Czech Republic
5.4.2 France
5.4.3 Germany
5.4.3.1 Company example - Bien-Air
5.4.4 Italy
5.4.4.1 Company example – Smith &
Nephew
5.4.5 Poland
5.4.6 Spain
5.4.6.1 Company example - Synthes, Inc
5.4.7 The UK
5.4.7.1 Company example - Smith &
Nephew
6.
Alignment of Pricing Strategies with
Overall Corporate Business Strategies
6.1 Incorporation of pricing strategies
into company strategic objectives
6.2 Company logistics
6.2.1 Discounting
6.2.2 Improving the pricing structure
7.
Conclusions and Strategic
Recommendations
7.1 The company
7.1.1 Streamline electronic systems
7.1.2 Advertise and disseminate the
goals of the company
7.2 The product
7.2.1 Value pricing
7.2.2 Market dynamics
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