摘要: In countries such as Australia, the UK and Canada, regulators are required to select a decision threshold that is signal firms of price above which drug less likely be purchased. The maximum willingness pay (maxWTP) for health effect was preferred by number institutions academics since 1993. this chapter, advantages using shadow rather than maxWTP demonstrated. These arise because former necessarily captures information about forgone benefit purchase whereas latter might or not. Furthermore, if substitute good reduces, only will reflect increased competition, not maxWTP. But price? There at least three different prices used in practice, all value an action with reference its minimum possible loss gain. I show contexts where there economic inefficiency market fails particular input, derivation input from existing context (Cost Benefit Analysis, CBA, style) more appropriate approach budget constraint. A general method deriving CBA-style without illustrated.