Effective and confident communications in the midst of a major crisis: An experiment in the pharmaceutical context

Abstract

Purpose

The purpose of this study is to use an approach that helps the pharma industry develop and structure communications that provide buyers and sellers with a better procedure to drive decisions to buy/sell stocks. Messages related to pharmaceutical companies and their products were collected from many sources.

Design/methodology/approach

An experimental design was employed to evaluate communication concepts in a systematic way.

Findings

The most important finding was that the proclivity to buy/sell individual pharmaceutical stocks responds to varying sets of messages.

Research limitations/implications

The study only covers the pharmaceutical industry.

Practical implications

From a practical stand‐point, the methodology facilitates the design of informative messages for consumers and shareholders within the pharma industry.

Originality/value

The study is unique in that it presents a statistically grounded experimental design evaluating communications messages and personal values that are important for individuals who routinely sell or purchase stocks.

Citation

Moskowitz, H., Rabino, S., Gofman, A. and Moskowitz, D. (2007), "Effective and confident communications in the midst of a major crisis: An experiment in the pharmaceutical context", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 No. 4, pp. 318-348. https://doi.org/10.1108/17506120710840161