International Journal of Pharmaceutical and Healthcare Marketing: Volume 5 Issue 2

Late entrant over‐the‐counter and Rx market entry strategies: An investigation in the pharmaceutical industry

Erin Cavusgil, Z. Seyda Deligonul, Roger Calantone

This paper aims to explore market dynamics and strategic issues that contribute to a late entrant's success in achieving market leadership in the prescription (Rx) and…

The effects of visually primed pharmaceutical advertising disclosure on attitudes and perceived CSR practices

Alex Wang

This study seeks to examine how consumers perceive the visually primed disclosure in a pharmaceutical company's advertisement and form their attitudes toward the disclosure…

Health expenditure efficiency: implications for pharmaceutical marketing

Peter Hilsenrath

The purpose of this paper is to consider the efficiency of US healthcare in an international context. The paper emphasizes the concept of efficiency and explores implications for…

E‐health information search intentions of Turkish internet users

Bahar Yaşin, Hilal Özen

The internet provides a wide range of technologies that enable health professionals to communicate with people. It ultimately may soon be the primary source for an individual…

Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India: Views of the company personnel

Saikat Banerjee, Sampada Kumar Dash

The purpose of this study is to unearth the factors influencing the scope and acceptability of E‐detailing concepts recently started by domestic as well as multinational companies…

The healthcare research agenda: rigor and relevance

Avinandan Mukherjee