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Promotions prédatrice et coopérative sur le marché des médicaments

Listed author(s):
  • 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 Jean Monnet - Saint-Etienne - PRES Université de Lyon - CNRS - Centre National de la Recherche Scientifique)

  • Sébastien Trinquard

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

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.

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Paper provided by HAL in its series Working Papers with number halshs-00801281.

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Date of creation: 15 Mar 2013
Handle: RePEc:hal:wpaper:halshs-00801281
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