A comparison of pharmaceutical promotional tactics between Hong Kong and China

Abstract

The pharmaceutical industry applies the marketing dichotomy of industrial/consumer goods in formulating its marketing strategies. Hong Kong has both prescription and dispensing markets, whereas China is mostly a prescription market with regard to Western medicine. Although the patient is generally the ultimate user in both cases, medical practitioners in each of these countries have a rather unique and often multiple role in the purchasing process of pharmaceutical products. Examines the relative importance of various factors which influence the prescribing decisions of medical practitioners in Hong Kong and China. Findings indicate a similar perception about the extent of influence for interpersonal/organizational factors but different perceptions regarding marketing/promotional tools among medical practitioners in different types of practice/market segment.

Citation

Liu, S.S. (1995), "A comparison of pharmaceutical promotional tactics between Hong Kong and China", Journal of Business & Industrial Marketing, Vol. 10 No. 1, pp. 34-43. https://doi.org/10.1108/08858629510081577