BUSINESS ISSUE Determining if the price is right It’s a problem for any company in every industry. Y ou have a new great product, an existing base of potential customers and a compelling value proposition. But what will people pay for your product—and will it be enough to generate profits? For B2B companies, the complexity of purchasing decisions and proliferation of information online makes pricing tricky at best; in medical devices, the complexity of health-care delivery makes the pricing issue just as difficult. This creates a web of purchasing decisions that can include health-care executives, corporate managers, doctors, payers, patients and a host of other decision makers, each with an individual definition of value. So launching a medical product that has a B2B customer ba

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