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Article
Publication date: 6 September 2011

Fadi M. Alkhateeb, Patricia Baidoo, Marija Mikulskis Cavana, Danielle Gill, Amanda Howell, Babak Mehraeen and Carrie Weidner

Pharmaceutical sales representatives (PSRs) have been shown to influence the prescribing patterns of physicians. Some of the blame has been shifted from physicians to PSRs due to…

1118

Abstract

Purpose

Pharmaceutical sales representatives (PSRs) have been shown to influence the prescribing patterns of physicians. Some of the blame has been shifted from physicians to PSRs due to perceived inadequacies in PSRs' education and certification. The purpose of this paper is to review the literature regarding the current certification requirements for PSRs, motivation for nationally standardized certification and the controversy surrounding pharmaceutical detailing impact on physicians' prescribing behavior.

Design/methodology/approach

Articles related to certification for PSRs were identified via searches of PubMed and IPA from inception to March 2011. Search terms included PSRs, PSRs certification, PSRs registration, PSRs education, and PSRs requirements. Articles describing the roles and responsibilities of PSRs, physician and public perception of PSRs, certification processes, and the future of PSRs' roles were included. An internet search was also performed to identify articles in the lay press related to this topic.

Findings

This paper shows that the certification for PSRs may become necessary, or even required, to help ensure that the prescribing patterns of physicians are not negatively affected due to false information coming from the PSRs. Therefore, ensuring that PSRs are well certified can lead to better health outcomes for patients. Although pharmaceutical companies do not require certification to gain employment as a sales representative, the certification provides a good knowledge base and insight into the industry.

Originality/value

The paper shows that appropriate training and certification of PSRs may be on the rise for this career path.

Content available
1300

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6123

Article
Publication date: 13 July 2023

Wei Liu, Zongshui Wang, Ling Jian and Zhuo Sun

This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.

Abstract

Purpose

This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.

Design/methodology/approach

A total of 401 online questionnaires were distributed to individuals with live streaming showroom shopping experience, and SmartPLS software was used to analyse the data and test the hypotheses.

Findings

Broadcasters' characteristics are positively associated with viewers' parasocial relationships, thus further enhancing viewers' attitudinal and behavioural loyalty towards that broadcaster's streams. Parasocial relationships mediate the effects of most broadcaster characteristics (except for expertise) on attitudinal and behavioural loyalty. In addition, parasocial relationships have a stronger positive effect on viewer behaviours for hedonic products and under high match-up.

Originality/value

The broadcaster is a key indicator of the success of live streaming commerce. This study establishes a well-organized framework to understand how broadcaster characteristics influence viewer loyalty towards that broadcasters' streams based on parasocial relationship theory.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 June 2023

Girish Ramesh Kulkarni, Suraj Agrahari and Sankar Sen

Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of…

Abstract

Purpose

Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour.

Design/methodology/approach

This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses.

Findings

Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time.

Research limitations/implications

Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands.

Practical implications

This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand.

Originality/value

To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 20 July 2022

Hyung-Min Kim, Minseong Kim and Inje Cho

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to…

1519

Abstract

Purpose

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).

Design/methodology/approach

This study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).

Findings

The SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.

Originality/value

The psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Details

Internet Research, vol. 33 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 9 October 2019

Khahan Na-Nan and Natthaya Wongsuwan

Perceived workplace support (PWS) is an employee’s perception of perceived organisational support (POS), perceived supervisor support (PSS), perceived co-worker support (PCS) and…

Abstract

Purpose

Perceived workplace support (PWS) is an employee’s perception of perceived organisational support (POS), perceived supervisor support (PSS), perceived co-worker support (PCS) and perceived sufficient resource support (PSRS) to operate effectively. The purpose of this paper is to explore the development and validation of employee’s PWS instrument in small and medium-sized enterprises (SMEs).

Design/methodology/approach

A total of 15 items of employees’ PWS instrument in SMEs were developed from the measurement base of earlier published research, concepts and theory. The instrument was applied to a cross-sectional study and data were collected as factor analyses to confirm and ascertain construct validity. Reliability was tested by measuring the internal consistency.

Findings

The instrument showed excellent reliability at 0.894. Four factors as “POS”, “PSS”, “PCS” and “PSRS” were extracted and confirmed from the confirmatory factor analysis.

Originality/value

PWS studies are often used by researchers, human resource departments and organisations to investigate the level of employee support. The instrument developed from this study will enable researchers, human resource departments and organisations to explore levels of POS, PSS, PCS and PSRS.

Details

International Journal of Organizational Analysis, vol. 28 no. 1
Type: Research Article
ISSN: 1934-8835

Keywords

Article
Publication date: 1 November 2021

Sardar Md Humayun Kabir, Suharni Maulan, Noor Hazilah Abd Manaf and Zaireena Wan Nasir

The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have…

Abstract

Purpose

The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context.

Design/methodology/approach

A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model.

Findings

This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant.

Practical implications

This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets.

Originality/value

This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 2 September 2020

Wei Hu and Kamalesh Panthi

Successful performance and execution of construction projects depend highly on a good project control system capable of tracking and reporting project status on a desired time…

Abstract

Purpose

Successful performance and execution of construction projects depend highly on a good project control system capable of tracking and reporting project status on a desired time interval. The purpose of this paper is to propose such a control system by integrating spreadsheet and Visual Basic for Application to produce a customized tracking system for Pipeline Relocation Programs under Engineering, Procurement and Construction Management (EPCM) contracts.

Design/methodology/approach

The project status reporting system (PSRS) proposed here was developed to produce a single page summary report that would include scope information, financial status, descriptive status updates and top-level task schedules. This information is retrieved from various sources and transformed further utilizing specific formulas and algorithm needed to compute the budget and schedule status of the pipe relocation project. A practical case study is used to demonstrate its unique application.

Findings

The system has successfully integrated project finance and schedule information into a central control hub. Financial and schedule performance of a project is tracked and monitored by the PSRS automatically.

Originality/value

The proposed system utilizes the powerful computing capability of MS Excel and the user-friendly VBA programming tool to customize the reporting needs of a project and program environment. The proposed system, whose functionality has been validated by the intended users, tries to achieve a balance between simplicity, accuracy and effectiveness for the flow of information at a much lower cost compared to the other readily available project control software.

Details

Built Environment Project and Asset Management, vol. 10 no. 5
Type: Research Article
ISSN: 2044-124X

Keywords

Article
Publication date: 20 July 2023

Forough Rahimi and Farshid Danesh

The main objective of this study is to evaluate the impact of Persian Scientific Papers (PSPs) on Persian Wikipedia by studying Wikipedia's citations to these papers.

Abstract

Purpose

The main objective of this study is to evaluate the impact of Persian Scientific Papers (PSPs) on Persian Wikipedia by studying Wikipedia's citations to these papers.

Design/methodology/approach

The present study is applied research, which has been performed by the web-mining method, such as downloading web pages, extracting information (references), identifying papers, detecting peer-review journals and calculating the frequency rates. The statistical population included 10,000 Persian Wikipedia Pages (PWPs) that were analyzed in two rounds with a six-month interval.

Findings

The number of pages containing the Persian references section was 3,994 and 4,063 out of the 10,000 pages extracted in the first and second rounds. The ratio of pages that cited scientific sources (58 and 67 pages) to the pages extracted from the PWP was equal to 0.58 and 0.67%. The ratio of pages that cited scientific sources to pages with Persian references in each round was equal to 1.45 and 1.64%. The number of references extracted from the PWP in each round equaled 30,441 and 35,891. Eight titles from reputable Persian journals had received at least three citations from Wikipedia.

Originality/value

The present study has determined the extent of interaction between science and society (knowledge flow) in the form of citations from Wikipedia articles to articles in peer-reviewed journals. The study of this issue in Persian Wikipedia in more than 2000 Persian peer-reviewed journals shows the originality of the present paper. Studying citation reliability in a collaborative and openly editable platform is another originality of the work.

Details

Performance Measurement and Metrics, vol. 24 no. 2
Type: Research Article
ISSN: 1467-8047

Keywords

Article
Publication date: 31 January 2020

Syed Jamal Shah, Syed Asad Ali Shah, Rizwan Ullah and Adnan Muhammad Shah

With a foundation in the conservation of resource theory, this paper aims to examine the validity of a conceptual model that explains the mechanism connecting perceived threat of…

Abstract

Purpose

With a foundation in the conservation of resource theory, this paper aims to examine the validity of a conceptual model that explains the mechanism connecting perceived threat of terrorism to production deviance. The link between perceived threat of terrorism and production deviance was examined via emotional exhaustion. Notably, the study evaluated whether the relationship between perceived threat of terrorism and production deviance is mediated by emotional exhaustion and moderated by levels of emotional intelligence.

Design/methodology/approach

The study is cross-sectional in nature and data were collected from 432 pharmaceutical sales representatives who operate outdoors in the high-risk region. Two-step approach consisting confirmatory factor analysis and structural equation modeling was used for analysis. To examine conditional direct and indirect effects, the authors used model 8 in PROCESS.

Findings

Results were consistent with prediction made from the conceptual model in that emotional exhaustion partially mediated the relationship between perceived threat of terrorism and production deviance. This was particularly the case when emotional intelligence was low, but not when high. Likewise, perceived threat of terrorism exerted a direct effect on production deviance when emotional intelligence was low, but not when high.

Originality/value

The study is the first to examine the relationship between perceived threat of terrorism and production deviance. Moreover, no study to date has examined the mediating role of emotional exhaustion between perceived threat of terrorism and production deviance. Finally, up till now, it is unknown that emotional intelligence moderates the relationship of perceived threat of terrorism with emotional exhaustion and production deviance.

Details

International Journal of Conflict Management, vol. 31 no. 5
Type: Research Article
ISSN: 1044-4068

Keywords

1 – 10 of 38