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

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Journal of Revenue and Pricing Management Aims and scope

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.

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Authors and Affiliations

  1. ISM International School of Management, 17, Boulevard Raspail, 75007, Paris, France

    Yin Yu Lum Gousgounis & Michael Neubert

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  1. Yin Yu Lum Gousgounis
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  2. Michael Neubert
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Correspondence to Michael Neubert.

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Gousgounis, Y.Y.L., Neubert, M. Price-setting strategies and practice for medical devices used by consumers. J Revenue Pricing Manag 19, 218–226 (2020). https://doi.org/10.1057/s41272-019-00220-7

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