An analysis of pricing practices within the broad health industry is becoming more important as governmental and societal concerns with the costs of health care increase. This article sueeests that the oricine oroblem can be aooroached from the oer- spE&ve of pricing obje&es, projected d&and, forecasting m'cth- ods. and interaction of mice with the balance of the marketine mix. ~ h i ; strategic method df analysis can help health care profesGonals set prices and make sense out of actual pricing behaviors.