In upcoming posts I hope to crack open some basic sources of information: the McKinsey report that I've already referenced, and the massive HR 3200 bill itself. Before then, though, I want to expand (OK, vent) a little on an issue that I hear discussed a fair amount: negotiated pricing.
I often hear arguments like the following: "Consumers in the US pay 50% more for Superfluox than they do in Canada. This shows that US consumers are being overcharged. So what we need in order to remedy this unfair situation is for the US government to use its clout to negotiate lower drug prices."
There are many, many assumptions in such statements that I think are worth close examination. Let's start with "price negotiation." As a business owner I've been a part of many price negotiations. Though in theory a good negotiation produces what the business folks like to call a "win-win", accomplished by "expanding the pie," the reality is that most
price negotiations in business are zero-sum negotiations. The party with greater bargaining power uses that power to force the weaker party to accept a lower or higher price than they would like. As a seller of goods or services, I may, in extreme cases, accept a price that will generate little or no absolute profit, or even, in certain cases, an actual loss.
Why would I do this? Let's create a concrete example. Let's say my firm, Acme Flangeroll, produces some of the best flangerolls in the world (whatever a flangeroll might be). Each flangeroll costs me about $10 USD to make. Of that cost, $5 is labor (making flangerolls is a fairly highly skilled job), $3 is raw materials, and $2 is all the marketing, administration and distribution. I aim for a target profit margin of 20%, which funds R&D for the next generation of flangerolls, as well as allowing me to pay a dividend to shareholders. So I price my flangerolls in the marketplace so that I net about $12 each, for my 20% net profit margin.
All well and good. My product is good enough that I attract the custom of Ajax, a big player in the international parts market. They like our stuff, and soon Ajax accounts for 40% of my revenue. That's a lot of eggs in one basket, but it's good money, and they have a big appetite for our product.
The eggs come home to roost, so to speak, when Ajax' head of procurement takes me to lunch one day and informs me that they "just can't do" $12/widget. As such a large customer, in today's economy, he's sure hoping I can work with him on price.
Except when we dig into it, the message is clear: sell us your product at $10/widget, or we'll take ALL our business elsewhere. So much for negotiation.
I simply can't afford to lose 40% of my business tomorrow. I'll be unable to make payroll and will rapidly fall into a debt spiral that will probably kill my company. $10 per widget is way better than $0, so I have no choice but to accept this terrible deal. Long-term I may be able to whittle the Ajax business down to a more manageable percentage, but for now — forgive the language, but I'm screwed.
Accepting zero margin on 40% of my volume stinks. My overall margin drops to 12%, in other words, I lose 40% of my profit. R&D is threatened, dividends are down, I may have to slow hiring or pay increases (this is a skilled job, remember). What can I do? Well, two wrongs don't necessarily make a right, but I do have a choice: I can
raise prices for some of my other customers. In fact, if I raise my prices to a nice round $13/widget for all my non-Ajax customers, my overall profit margin will be right back at 20%. But I know for a fact that that big a hike will drive off at least one customer. I settle on an increase to $12.75. There's some grumbling, and a few lost sales, but eventually profit stabilizes back at 15% — not the 20% I hoped for, but way better than 12%.
So this goes on and I wean down the Ajax business a little and things are going OK until someone leaks word of the Ajax pricing to my other customers. And then I have a lot of conversations that go like this:
"The fact that you're charging Ajax ten bucks a widget shows that we're being overcharged. We insist that you extend the same pricing to us to remedy this unfair situation."
I trust the fallacy is clear. The $10 Ajax pricing does not prove that my other customers are being overcharged, and that therefore there's room to negotiate the $12.75 market price down. In fact it proves
exactly the opposite. The fact that I have been forced to extend a $10 (zero-profit) price to Ajax
absolutely precludes me from offering it to the rest of the market! Unless of course the market is unconcerned with whether I stay in business.
The fact in this case is that, by using its raw power to compel me to accept a zero-margin price, Ajax is directly responsible for the price increases seen by the rest of my customers. Their beef is with Ajax, not with me. And the correct response is not to try to force me to lower prices for them as well, driving me toward the very edge of sustainability in my business — the correct response is to recognize that Ajax has secured itself a below-market price, by force. That, in this hypothetical case, is the problem that needs solving.
You might think, in reading this example, that I'm about to leap to a fairly standard, conservative-leaning position on the evils of price negotiation in health care. I think there are some interesting arguments on that side, and I'll explore some of them, time permitting, but I'm headed (I hope) to a more subtle, middle-ground place. Two points I want to make.
Firstly, let's stop talking about "negotiation." When the government uses its clout to "negotiate" prices, we might as well call these price controls, because that's what they are, it seems to me. Just as Ajax told me more or less unilaterally what it would pay, the same happens when the government negotiates. In effect it fixes/specifies prices for certain goods and services. These are simply price controls, and it's how pricing works now for Medicare, as I understand it. So let's call this what it is: government control of health care prices.
But here's the bigger point:
it is meaningless to focus on price. When we see a company offering Superfluox in Canada for $1 per pill and for $1.75 in America, unless we know something about the underlying costs, we cannot possibly know what to conclude from this. If Superfluox costs .50 per pill to make,, you can plausibly argue there should be room for the US price to come down. If it costs $1.05 per pill to make, nothing of the sort is true, and in that case the Americans are subsidizing the Canadians. In that case our beef is not with the company, for charging such
prices. The real question ought to be, why are your
costs so high?
In the long run, trying to control spending in a marketplace by controlling prices seems to me misguided. It attacks the problem from the wrong end. A price has two components: cost and profit. It seems to me that many statements about the desirability of government price controls in health care stem from the presumption that the prices of certain goods, such as prescription drugs, include provisions for unreasonable profit. There 's a whole interesting discussion we could have there, and hopefully will, but I suspect it is a largely unexamined assumption. More to the point, though, unless you have cases of truly egregious profit-taking (and please understand, I don't rule this out, I just have yet to see compelling evidence), you can only squeeze spending so much by trying to squeeze profits. The place it seems to me you need to focus is on
cost, cost, cost.
Well, you might say, cost at one point in the chain is really just price if you move down a step. If a big gorilla at the top of the food chain pressures your price, the thing to do is just pass the pressure along, and press down on the various prices that make up your cost. OK, sounds plausible. Let's see how it plays out in my widget example. There, 50% of my cost is labor, %30 materials, %20 sales and administration. In theory, all I need to do is put the screws to my suppliers for these services and persuade/compel them to likewise accept lower prices.
There are several problems with this. One big problem might be that Ajax has more clout over me (due to their 40% share of my overall customer mix) than I have over any of my suppliers. 50% of my cost is labor. In that respect, my "supplier" is the labor market for flangeroll machinists. Sure, I can "negotiate" by offering lower salaries. But I don't have the labor market over a barrel, and the end result is going to be that if lower what I pay I'm going to get lower quality employees, and I'm going to turn out lower quality widgets. In theory these lower-quality goods will command lower prices in the marketplace, and you can see the makings of a very bad spiral.
The very bottom line on all of this, in my view, is that price controls are a form of "yelling at the problem." Trying to make prices drop by force is the bluntest of blunt instruments. It is only arguably fair in cases where the vendor has a substantial profit margin to work with — where their pricing, in effect, was almost arguably unfair. But in cases where the pricing is reasonably reflective of underlying costs, and the vendor's profit contains sensible provisions for things like R&D, reserves, and the other things that make companies work, then pressing the price down by force in one place is almost guaranteed to make it pop up like a prairie dog someplace else.
In any event, using force and clout to compel low prices is a business maneuver hardly worthy of government. This is a simple strongarm tactic that's old hat for the rankest titan of industry pounding a meaty pinstriped fist on the conference table. I expect, and need, much more from my government than a crude aping of the roughhouse tactics of the private sector.
There may be some short-term Band-Aid-style good to be had from certain price controls in certain areas. But such controls are not a cure for anything. It's like trying to control boiling by holding down the pot-lid, when what's needed is someone to turn down the heat. The problem of health care costs needs to be tackled bottom up, with a focus on managing costs, not top-down with a focus on managing price.