International Journal of Pharmaceutical and Healthcare Marketing: Volume 11 Issue 4


Table of contents

Factors influencing prescribing decisions among physicians: an empirical study on generic drugs

Shamindra Nath Sanyal, Saroj Kumar Datta, Asok Kumar Banerjee

The purpose of this paper is to examine the physicians’ attitude toward branded generic drugs in prescribing those drugs in some selective medical conditions and to identify the…

A systematic review of the influence of medical representatives and promotional tools on prescribing: A comparison between developed and developing countries

Mohsen Ali Murshid, Zurina Mohaidin

The purpose of this paper is to examine reported literature on the influence of medical representatives (MRs) and other promotional tools on drug prescribing behaviour, and to…


The effects of advertising skepticism in consumer prescription drug advertising: The moderating role of risk disclosure location

Ilwoo Ju

The purpose of this study is to examine the effects of consumers’ prescription drug advertising (DTCA) skepticism on their advertising evaluation. In addition, the study…

Pre-launch forecasting of a pharmaceutical drug

Renato Guseo, Alessandra Dalla Valle, Claudia Furlan, Mariangela Guidolin, Cinzia Mortarino

The emergence of a pharmaceutical drug as a late entrant in a homogeneous category is a relevant issue for strategy implementation in the pharmaceutical industry. This paper aims…

Choice of mandatory prescribed drugs in Portugal: a consumers’ perspective

Pedro Ferreira, Hugo Barbosa

This paper aims to contribute to the understanding of what influences consumers’ choice of mandatory prescribed drugs, by looking with more detail to the substitution of branded…

Healthcare quality and medicine reimbursement criteria in Iran

Hamidreza Khalili, Ardalan Sameti

This study aims to measure the quality of services provided to elderly people at the most crowded governmental ambulatory clinics of Tehran Province using the SERVQUAL scale…

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  • Dr. Avinandan Mukherjee