By MICHAEL MILLENSON
The Wall Street Journal reported Wednesday that hospital and pharmaceutical companies have been pushing through large price increases in the first quarter of 2009 even as most businesses struggle just to
stay above water. (And later Wednesday, the CPI recorded its first
actual decrease since 1955.)
As an example of drug company tactics, the newspaper reported a recent
20.7 percent price increase by Pfizer for Viagra and a 14.2 percent
price increase by Eli Lilly for Cialis, two popular erectile
dysfunction (ED) drugs. Sadly, neither the Journal nor
the drug makers took the opportunity explain the concept of “inelastic
demand” for treatments of a condition where elasticity is the problem.
Pfizer and Lilly are betting that very few of their customers will say,
“Honey, I was in the mood for love tonight for $15, but for for
$18…let’s go see a movie.”
Of course, I shouldn’t be surprised by the lack of economic clarity
because the drug companies clearly don’t understand some basic economic
concepts. For example, a Pfizer spokesman, asked to defend the
aggressive price increases, responded that “the vast majority of our
customers receive some type of legislated or negotiated discount off
our announced list prices.” Gosh, I guess he never thought about the
fact that if you get a 10 percent discount off list price, and the list
price goes up 20 percent, the price you pay also goes up 20 percent!
Continue reading…