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Healthy Skepticism Library item: 17289

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.


Publication type: Journal Article

Hutchings A
Rewarding innovation? An assessment of the factors that affect price and reimbursement status in Europe
Journal of Medical Marketing 2009 Dec 13; 10:(1):83–90


In countries with social health-care systems, pricing and market access barriers represent perhaps the biggest challenge to pharmaceutical and medical device companies trying to commercialise new products. It is important for both health system managers and manufacturers to be clear about which product attributes these complex ‘reward frameworks’ are trying to incentivise. This transparency will allow pricing and market access systems to be closer aligned with broader health policy goals, and give manufacturers clear guidance on the types of products society wishes them to deliver. This article seeks to deconstruct the pricing and market access frameworks for five European countries and identify the product attributes and manufacturer behaviours that are implicitly being rewarded.

market access, health economics, Europe, pharmaceuticals, medical devices


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