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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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
- Medical devices
- Price-setting strategies
- Price-setting practice
- Pricing decisions
- Pricing strategy