Web‐enabled product ID system as a tool in pharmaceutical marketing
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 11 September 2007
Abstract
Purpose
The purpose of this paper is to explore how a web‐enabled product ID system can be applied to pharmaceutical marketing and consumer relationship management.
Design/methodology/approach
As a technical paper, it first introduces and describes the product ID system and then explores various marketing applications of this interactive communication tool in the pharmaceutical industry. Finally, it concludes with managerial implications and caveats.
Findings
The web‐based product ID system is able to provide a means for product validation and database marketing, facilitate interactive marketing communication and viral marketing, and collect customer information and feedback for research activities.
Research limitations/implications
The perceived lack of security of public networks and customer confidence about drug sourcing are always concerns when applied to online technology in pharmaceutical marketing. Caveats about building such a system of coded ID product are discussed.
Practical implications
The use of uniquely coded packaging would impact marketing research activities, enhance consumer promotions, allow end‐users to authenticate a drug's validity, provide a means for early reporting of unforeseen risks or benefits, and build/maintain customer relationship.
Originality/value
The proposed web‐based product ID system is an innovative concept that can have important marketing implications in the pharmaceutical industry.
Keywords
Citation
Browe, C. and Lu Wang, C. (2007), "Web‐enabled product ID system as a tool in pharmaceutical marketing", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 No. 3, pp. 226-233. https://doi.org/10.1108/17506120710818238
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited