Contents:

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

Companies Mentioned

The Companies Mentioned inside this report include: Chiron Behring GmbH & Co Tyco Healthcare Omron Healthcare Baxa Corporation Bien-Air Smith & Nephew Synthes, Inc