PRICING OF MEDICAL DEVICES UNDER COVERAGE UNCERTAINTY—A MODELLING APPROACH
研究了医疗器械供应商在不确定价格阈值下如何定价，通过最大化预期净收入函数得到正式解，并识别出最低可接受价格，对厂商定价决策有参考价值。
Product vendors and manufacturers are increasingly aware that purchasers of health care will fund new clinical treatments only if they are perceived to deliver value-for-money. This influences companies' internal commercial decisions, including the price they set for their products. Other things being equal, there is a price threshold, which is the maximum price at which the device will be funded and which, if its value were known, would play a central role in price determination. This paper examines the problem of pricing a medical device from the vendor's point of view in the presence of uncertainty about what the price threshold will be. A formal solution is obtained by maximising the expected value of the net revenue function, assuming a Bayesian prior distribution for the price threshold. A least admissible price is identified. The model can also be used as a tool for analysing proposed pricing policies when no formal prior specification of uncertainty is available.