The impact of pharmaceutical marketing on market access, treatment coverage, pricing, and social welfare.
Health Econ
; 28(8): 1035-1051, 2019 08.
Article
en En
| MEDLINE
| ID: mdl-31310424
ABSTRACT
Pharmaceutical spending in the United States, Canada, and the EU is growing. Public payers cover a large portion of these costs and have responded by instituting various pricing and access policies to limit their expenditure. One challenge that public payers face is additional demand induced by a manufacturer's marketing effort. We use a game theoretic approach to study the impact of pharmaceutical marketing on six practical pricing and access policies negotiated pricing, open pricing, controlled pricing, a listing process, a risk-sharing arrangement, and a value-based pricing with risk-sharing arrangement. We find that all non-value-based policies result in either restricted access or suboptimal treatment coverage. We find that marketing is the highest in the first-best setting where all decisions are made by a social planner. We also find that the value-based pricing with risk-sharing arrangement is preferred by the manufacturer and from a societal perspective whereas no policy is universally preferred by a health care payer. A value-based pricing with risk-sharing arrangement always results in zero net monetary benefit for a health care payer. Therefore, considering non-value-based arrangements, we find that a negotiated pricing policy, a controlled pricing policy, or a risk-sharing arrangement may be socially preferred.
Palabras clave
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Asunto principal:
Bienestar Social
/
Comercialización de los Servicios de Salud
/
Costos de los Medicamentos
/
Economía Farmacéutica
/
Modelos Económicos
/
Industria Farmacéutica
/
Accesibilidad a los Servicios de Salud
Tipo de estudio:
Health_economic_evaluation
/
Prognostic_studies
Aspecto:
Determinantes_sociais_saude
Límite:
Humans
Idioma:
En
Revista:
Health Econ
Asunto de la revista:
SERVICOS DE SAUDE
Año:
2019
Tipo del documento:
Article
País de afiliación:
Canadá