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The aim of this paper is to describe the development and validation of a two-dimensional scale measuring prescription drug brand personality as identified by consumers.

A total of 483 US respondents rated a subset of 15 well-known prescription medications on 22 different personality traits. A total of 2,245 individual brand evaluations were generated and subsequently analyzed using exploratory factor analysis.

The findings revealed that consumers are in fact able to attribute human personality traits to prescription drugs. A stable and generalizable two-dimensional (competence and innovativeness) scale was established: the Prescription Brand Personality Scale (PBPS).

The “stacked” data structure required to aggregate data across subjects discounts the variation between brands and subjects. The brands included in the study are relatively few compared to consumer brands.

This research has important implications for the expansion of pharmaceutical branding strategies and demonstrates the potential of using brand personality as an effective positioning and differentiation tool.

This is the first study to investigate the existence of prescription drug brand personalities as perceived by consumers as well as the development of the PBPS, specifically for prescription drug brands. The findings have important implications for the development of innovative marketing strategies, and this study lays the groundwork for further investigation into the antecedents and consequences of prescription drug brand personality.

Purpose – The purpose of this study is to estimate the own- and cross-price elasticity of brand-name outpatient prescription drug cost-sharing for maintenance medications and to estimate the effects of changes in the price differential between generic and brand-name prescription drugs.

Methodology/approach – We first review the literature on the effects of an increase in brand-name drug patient cost-sharing. In addition, we analyze two examples of utilization patterns in filling behavior associated with an increase in brand-name cost-sharing for patients in employer-sponsored health plans with chronic illness.

Findings – We found that the own-price elasticity of demand for brand-name prescription drugs was inelastic. However, the cross-price elasticity was not consistent in sign, and utilization patterns for generic prescription fills did not always increase after a rise in brand-name cost-sharing.

Research limitations – The empirical examples are limited to the experience of patients with employer-sponsored health insurance.

Practical implications – The common practice of increasing brand-name prescription drug patient cost-sharing to increase consumption of generic drugs may not always result in higher generic medication use. Higher brand-name drug cost-sharing levels may result in discontinuation of chronic therapies, instead of therapeutic switching.

Originality/value of chapter – The value of this chapter is its singular focus on the effects of higher brand-name drug cost-sharing through a synthesis of the literature examining the own- and cross-price elasticity of demand for brand-name medications and two empirical examples of the effects of changes in brand-name cost-sharing.

The purpose of this paper is to explore the extent of consumer trust of physicians’ prescription of branded medications.

This paper adopts a qualitative research approach to study consumers’ self-reported experiences with respect to their trust in physicians’ prescription of branded medications. An open-interview approach and a focus group discussion were adopted in collecting research evidence from a sample of middle-level executives from various Ghanaian industries who have experienced physicians’ prescription of branded medications.

Consumers have mix reactions toward physicians’ prescriptions of branded medicines. Whereas some trust, others are uncertain, while some do not trust physicians at all. The last group believes the physicians are serving the interest of third parties in prescribing branded medications.

This study focuses only on patients’ perspectives. This research could be widened to include other important stakeholders of healthcare delivery such as physicians, pharmacists and management of health institutions.

The study provides a platform for physicians to appreciate the trust their clients repose in them as they prescribe medication to them.

It is envisaged that the research will assist consumers of branded medications to probe into why branded medications are insisted on to be purchased instead of alternatives.

This study provides further perspectives on consumer reactions to physicians’ prescription of branded medications.

The purpose of this paper is to investigate if any exposure to segregation minimal association in a single male prison population had any association with an increased risk of vitamin D deficiency.

A retrospective case study was undertaken with all inmates who had a 25-hyrdoxy-vitamin D test taken during the study period deemed eligible. Hand searching of the medical records by an independent party identified eligible participants whose data were recorded for analysis.

In total, 124 prisoners were deemed eligible for inclusion; 67 were vitamin D sufficient and 57 were vitamin D deficient by Australian standards. Time in segregation minimal association was shown not to be significant, however, smoking (OR 2.93, 95% CI 1.27-6.81, p=0.012) and having Asian ethnicity (OR 4.16, 95% CI 1.56-11.10, p=0.004) independently significantly increased the risk of vitamin D deficiency.

This research is limited by its study design, small sample size and single location.

This paper presents the first published research into vitamin D levels in a prison population in Australia, and provides a basis for a larger prospective cohort study.

This research studies the effect of deregulation of price cap in pharmaceutical market. Price regulation (either through price cap or reference price) is common practice in the pharmaceutical market but recently there are increasing voices calling for deregulation claiming that deregulation could help in lowering drug price and increase revenue of pharmaceutical firms. Upon those callings, Chinese government removed the price cap regulation in June 2015. The author uses this natural policy experiment to study this effect.

In this study, the author applied the interrupted time series analysis (ITSA) on the revenue data of nine categories of both generic and branded drugs in China from March 2011 to August 2016 (the time frame includes both before and after of the initialization of the deregulation) and analyzed the effect of deregulation.

The results showed that, whether the revenue of drugs will increase or decrease after the deregulation of price cap depends on the level of competition and the change of patterns of the branded and generic drugs are different. When HHI (Herfindahl–Hirschman index) is sufficiently low (competition is high), revenue does not change as a result of deregulation, when HHI is moderately low (moderate competition), revenue from generic drugs will decrease significantly and revenue from branded drugs will increase significantly, and when HHI is high (low competition), revenue from generic drugs will increase significantly and revenue from branded drugs will decrease significantly.

This is a unique study with a unique data set. Most previous studies focus on regulation of drug price and analyze how this may affect drug revenue; however, this is a natural policy experiment of de-regulation. Moreover, previously most studies focus on reference pricing regulation and this is price-cap, a different mechanism that is rarely studied. The originality/value is high of this article.

To determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.

Gathered data from 288 respondents using a pencil and paper mail survey. Respondents were asked about their knowledge and behavior regarding prescription drugs.

Indicated that while consumers generally have favorable perceptions of prescription drug advertising, their behavioral intentions are nevertheless influenced by a heightened awareness of specific branded drugs. Consumers feel empowered by the information provided in direct‐to‐consumer advertising and they are concerned about governmental attempts to regulate prescription drug advertising.

Data was collected from a relatively homogenous sample with respect to ethnicity. Future research efforts could include respondents from diverse ethnic backgrounds and could incorporate questions regarding respondents' actual behaviors with respect to branded prescription drug medications.

Useful information for researchers, public policy makers and prescription drug manufacturers. Results suggest that consumer motivation to request branded drugs may be impacted by factors related to the quality of advertisements, trust in their physician, and personal competence. Consumer interest in advertised drugs may also depend on the strength of the relationship that they have with their physician.

This research fills an identified gap in the literature. While researchers have examined consumers' general perceptions of direct‐to‐consumer prescription drug advertising, little research has been done on the link between consumer perceptions and behavioral intentions.

The purpose of this paper is to examine consumer attitudes toward direct‐to‐consumer (DTC) advertising and whether consumer attitudes regarding these types of advertisements differ based on income.

A sample of 168 consumers completed the survey on‐site at a pharmacy while waiting for their prescription(s) to be filled.

The findings indicated that low‐income consumers were more likely than higher income customers to: report being persuaded by DTC advertising to ask for an advertised drug; go to the doctor based on symptoms described in DTC advertising; and to prefer branded medication over generic alternatives.

The results provide useful information to policy makers and drug companies. The finding that these advertisements appear to impact lower income consumers to a greater extent than their higher‐income counterparts has both positive and negative implications. On the positive side, these ads appear to influence unhealthy, low‐income consumers to seek medical treatment. The negative implication concerns the effectiveness of DTC advertising in persuading low‐income consumer to prefer more expensive, branded drugs over generic alternatives.

Limited research has been done on the relationship between consumer perceptions of DTC advertising and differences in consumer groups based on income.

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug advertising research. This paper aims to review the state of the public research literature on OTC drug advertising and provide a research agenda derived from the findings.

A literature review was conducted to identify the key themes in OTC drug advertising research and secondary data were collected about the regulation, nature, functions, and scope of OTC drug advertising.

Most pharmaceutical advertising studies have focused on prescription drugs, including the majority of direct‐to‐consumer advertising investigations. OTC drug advertising has received considerably less empirical attention. Since the mid‐1970s, only 24 OTC drug advertising studies have appeared sporadically in the literature. The cumulative findings are interesting and suggestive but dated, fragmented, and incomplete. Though research interest has waned, OTC drug markets and advertising spending have not. Advertising remains a prominent OTC drug purchase and consumption driver, likely spurred on by self‐medication and Rx‐to‐OTC drug switching. The state of the public research, the social and policy implications of self‐medication, and the growing OTC drug market signal that it is time to revisit OTC drug advertising content, processes, and effects.

The paper puts the subject of OTC drug advertising back on the radar of communication, advertising, and pharmaceutical marketing researchers and offers an agenda of research questions derived from the reviewed literature to guide and stimulate future studies.

Purpose – To examine the effects of health insurance types on the use of prescribed medication that treat patients with hypertension, diabetes, and asthma. The study distinguishes between individuals with private health maintenance organization (HMO) plans and private non-HMO plans. The study also distinguishes between people with health insurance and drug coverage and people with health insurance and no drug coverage.

Methods – Joint discrete factor models are estimated to control for endogeneity of each type of coverage.

Findings – The main findings suggest that the effect of health insurance varies across patients with different conditions. The strongest and most significant effect is evident among patients with hypertension while the weakest and least significant is among patients with asthma. These findings suggest that patients with asymptomatic conditions are more likely to exhibit moral hazard than patients with conditions that impose immediate impairment. Additional results suggest that, relative to the uninsured and people with health insurance but no drug coverage, patients with drug coverage are more likely to initiate drug therapy and to consume more medications.

Originality – The results of the study indicate that moral hazard of drug utilization is condition specific. The variation in “silence” of conditions’ symptoms could be a key reason for difference in insurance effects among patients with hypertension, diabetes, and asthma.

Looks at how consumers used a pharmaceutical Web site to learn about a particular disease or product. Probes whether visitors used the Web site to decide which drug was right for them and whether they actually planned to request the product from their doctor. Gender and age differences in the use of Web site information were also examined. Increasing use of the Internet and data that show that direct‐to‐consumer advertising of prescription drugs empowers the patient to take a more active role in his/her choice of medications makes this article important for marketers as well as regulators.