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Peter Rankin, PhD

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Articles


Optimal Pricing Strategies

Optimal Pricing Strategies

Peter Rankin, PhD;Shomik Mehndiratta, PhD;Andrew Parece, MBA
June 1st 2002

Pricing has never been more of a key issue for the industry than it is right now. Yet, even with the increased importance of pricing strategies, a lack of focus on critical market factors leads many manufacturers to forego profits or increase their vulnerability to aggressive payers. Aligning pricing and contracting can achieve a sustainable competitive advantage-if product managers objectively assess a product's clinical benefits and address two key questions:

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