Tackling the subjective limits of value proposition.
Price proposition appears to be a rarely used concept in product positioning, absorbed under the long-established concept of value proposition. For product positioning in payer and hospital channels, the suggestion here is that value proposition is potentially a less effective strategic message and price proposition potentially more effective. Put differently, successfully establishing a brand’s value proposition with customers can be an uphill battle while making the case for price proposition—and an entirely separate case for clinical benefits—could be easier to establish.
The Case for Elevating a Brand’s Price Proposition (pharmexec.com)