Price-setting strategies and practice for medical devices used by consumers

Yin Yu Lum Gousgounis () and Michael Neubert ()
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Yin Yu Lum Gousgounis: ISM International School of Management
Michael Neubert: ISM International School of Management

Journal of Revenue and Pricing Management, 2020, vol. 19, issue 3, No 7, 218-226

Abstract: Abstract Advancements in technologies, emphasis on preventive care, and increased health awareness led to a growing market of home health medical devices. This study examines how and why price-setting strategies are established for Home Health and Direct to Consumer (HHDTC) medical devices using a multiple case study methodology based on eleven SME interviews as primary data source. The theoretical framework of Neubert (Cent Eur Bus Rev 6(3):41–50, 2017a) is used for this study. Study results suggest that mainly market-based price-setting strategies and competition-informed price-setting practices and to a lesser extent value-informed price-setting practices are used for pricing decisions of innovative HHDTC medical devices.

Keywords: Medical devices; Price-setting strategies; Price-setting practice; Pricing decisions; Pricing strategy (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1057/s41272-019-00220-7

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