National Pharmaceutical Pricing Authority (NPPA): Influencing Customer Behaviour
商品編號：9B12A016
出版日期：2012/05/25
再版日期：2012/05/17
商品來源：
商品主題：General Management/Strategy; International Business; Management Science; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Decision-making Process;Decision-making Unit;Moral Hazard;Consumption;Health Care;India
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：India
產業：Health Care Services
事件年度：2011
Since its inception in 1997, the National Pharmaceutical Pricing Authority (NPPA) had been trying to control drug prices through various supply-side initiatives, which had yielded limited success. This time around, NPPA had announced a new initiative, which was aimed at educating consumers about the inexpensive alternatives for medicines prescribed by doctors. By giving consumers information about various brands and their prices, NPPA hoped to offer customer self-selection of drugs through short message service (SMS, or “texting”). NPPA appeared to be operating on the premise that customer self-selection could result in self-regulation of consumption, thereby giving greater control of health care expenses to customers. Given the huge penetration of mobile phones in India and the gradual reduction of various mobile service charges, text-based service looked feasible. However, the proposed system had met with strong opposition from other stakeholders, such as doctors and chemists. Besides, the large-scale adoption of the proposed service was being questioned as the decision-making process for medicines was very complex.
教學手冊：National Pharmaceutical Pricing Authority (NPPA): Influencing Customer Behaviour - Teaching Note
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