Fig. 1

Design of the experiment: roles and tasks. In the experiment, available premiums were directly redistributed from the premium payers to the investors, depending on the pricing decision of the deciders. In a real setting, the premiums would contribute to a health fund or plan which would pay the treatment, usually via a health care provider, to the local market authorization holder. The final return on investment for the investor would have to reflect in addition research, development and operational cost. Figure adapted from the pictures displayed in the experimental survey used in this and the subsequent study [33]. The experimental surveys are available in Additional file 3 and Additional file 4. The original illustrations are the authors’ own creations