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Promotions prédatrice et coopérative sur le marché des médicaments

Author

Listed:
  • Laurent Granier

    () (GATE Lyon Saint-Étienne - Groupe d'analyse et de théorie économique - ENS Lyon - École normale supérieure - Lyon - UL2 - Université Lumière - Lyon 2 - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon - UJM - Université Jean Monnet [Saint-Étienne] - Université de Lyon - 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://halshs.archives-ouvertes.fr/halshs-00801281
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    Keywords

    promotion prédatrice; promotion coopérative; marché du médicament;

    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

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