Pricing

A small improvement in pricing can lift margins far more than the same gain in volume or cost. Yet many companies still set prices by cost-plus formulas, competitor lists or habit rather than by the value they deliver. Stuart-Houghton Associates helps you build pricing strategies that are well-founded, defensible and profitable.

Pricing in complex markets

In B2B and MedTech markets, products are sold through tenders, framework agreements and distributors, and prices are shaped by reimbursement levels and procurement rules. A price set too high can block adoption; one set too low can damage margins and positioning for years.

Our pricing services

• Launch pricing for new products.
• Value-based pricing linked to clinical, economic or operational benefits.
• Competitive pricing analysis – where you stand and where you can move.
• International price management to avoid parallel trade and reference-pricing pitfalls.
• Discount and conditions policy – structure and discipline for rebates and special terms.
• Tender pricing – competitive yet profitable bids.
• Price increases planned and communicated with minimal customer loss.

Value, evidence and implementation

Good pricing starts with understanding value from the customer's perspective: better outcomes, time savings, lower total cost. We gather these insights through research and interviews, link them to reimbursement and market access, and turn them into arguments your sales team can use.

Recommendations are based on your sales data, discount patterns and competitor prices, presented in clear models and charts. We then help you put them into practice with price lists, approval processes, sales training and KPIs for price realisation.