IDEAS home Printed from https://ideas.repec.org/p/hal/wpaper/halshs-00801281.html
   My bibliography  Save this paper

Promotions prédatrice et coopérative sur le marché des médicaments

Author

Listed:
  • Laurent Granier

    (GATE Lyon Saint-Étienne - Groupe d'Analyse et de Théorie Economique Lyon - Saint-Etienne - ENS de Lyon - École normale supérieure de Lyon - UL2 - Université Lumière - Lyon 2 - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon - UJM - Université Jean Monnet - Saint-Étienne - CNRS - Centre National de la Recherche Scientifique)

  • Sébastien Trinquard

    (UNOCAM - Union nationale des organismes d'assurance maladie complémentaire - UNOCAM)

Abstract

Ce papier propose un modèle de différenciation horizontale afin d'analyser la concurrence en promotion sur le marché pharmaceutique. La promotion pharmaceutique cible à la fois le médecin et le patient. Néanmoins, la nature de ces stratégies diffère : la promotion orientée vers le consommateur (POC) élève la demande de marché et la promotion orientée vers le médecin (POM) augmente la part de marché. Dans un cadre théorique, nous obtenons un résultat principal. D'une part, la profitabilité de la POM s'élève avec les dépenses de POC du concurrent, et celle de la POC baisse avec les dépenses de POM de son concurrent.

Suggested Citation

  • Laurent Granier & Sébastien Trinquard, 2013. "Promotions prédatrice et coopérative sur le marché des médicaments," Working Papers halshs-00801281, HAL.
    • Handle: RePEc:hal:wpaper:halshs-00801281
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00801281
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00801281/document
    Download Restriction: no
    ---><---

    Other versions of this item:

    More about this item

    Keywords

    promotion prédatrice; promotion coopérative; marché du médicament;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:wpaper:halshs-00801281. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.