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

3.1 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

4.1 Reimbursement

4.2 Health technology assessment

issues

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

6.1 Incorporation of pricing strategies

into company strategic objectives

6.2 Company logistics

6.2.1 Discounting

6.2.2 Improving the pricing structure

7.1 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