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21 – 30 of over 20000Shamindra Nath Sanyal, Saroj Kumar Datta and Asok Kumar Banerjee
The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique…
Abstract
Purpose
The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India.
Design/methodology/approach
The study was conducted using qualitative interviews with two sets of respondents in Kolkata city, India: first, 20 senior managers of five renowned Indian pharmaceutical companies and second, 20 physicians of two categories. Patterns of concordance for the author‐coder pairs were tested by using Cohen's kappa.
Findings
This study investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals. Out of these five parameters, the authors have identified that “importance of customers' perceptions and need achievement” leads to the development of a positioning statement to communicate the brand's functional values and brand personality; and “importance of pharma brand age in brand awareness” establishes the relationship of brand age with brand recall and communication in brand recall. A high value of Cohen's kappa has helped to establish the qualitative inquiry of the current research.
Practical implications
The authors have proposed that through the said five parameters, the pharmaceutical branding technique might be modified to optimise the marketing of branded generics in India. A strategic comprehensive model that has been constructed would give a direction for branding in the pharmaceutical industry.
Originality/value
This research work has extended prior pharmaceutical branding research by conceptualising the branding strategy as a brand awareness tool, in a new area called branded generic drugs in India.
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May Alowi Eldrwish, Osaro Aigbogun, Yusuf Kani and Murali Sambasivan
Due to the proliferation of generic medicines, pharmaceutical marketing has become increasingly competitive, and marketing executives are now focusing their attention on…
Abstract
Purpose
Due to the proliferation of generic medicines, pharmaceutical marketing has become increasingly competitive, and marketing executives are now focusing their attention on understanding the prescribing behaviour of physicians to enable them to devise marketing strategies that would put them at a superior business position relative to their competitors. Previous studies carried out either lack a sound theoretical foundation, or report contrasting results, making generalizations sketchy. Thus, a better understanding of attitude-prescribing axiom is needed. Underpinned by the theory of reasoned action (TRA), this study aims to empirically examine the factors that predict the prescribing behaviour of physicians.
Design/methodology/approach
A conceptual model was developed and tested on a sample of 355 respondents drawn from 76 private and 50 public hospitals in Sudan. The data set from the questionnaire survey included both general practitioners (N = 200) and specialists (N = 155). Primary data gathered were analysed using partial least squares structural equation modelling (PLS-SEM).
Findings
The findings reveal that the prescribing behaviour of physicians is positively influenced by the physician’s attitude towards direct marketing, personal selling, educational travel and public relations, but negatively influenced by gifts. Besides, the moderating effect of subjective norms showed no significant influence on the relationship between attitude and prescribing behaviour. However, gender seems to moderate the attitude towards health sector-related charity on prescribing behaviour and the attitude towards scientific conferences on prescribing behaviour.
Research limitations/implications
The findings gathered from this study offers a significant contribution to the ongoing debate on the essential factors that influence the prescribing behaviour of physicians in the hospital setting.
Originality/value
By examining the essential factors that predict physicians’ prescribing behaviour, pharmaceutical companies can improve their understanding of physicians’ attitudes towards the pharmaceutical promotional tools. This is an aspect that is ill reflected in the literature.
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Stephanie Slater, Stan Paliwoda and Jim Slater
This paper examines the behaviour of Japanese pharmaceutical corporations in the light of recent merger activity, questioning strategic momentum theory given the particularly…
Abstract
This paper examines the behaviour of Japanese pharmaceutical corporations in the light of recent merger activity, questioning strategic momentum theory given the particularly significant influence of culture on the decision‐making process in this market. The international performance of Japan’s pharmaceutical industry has been poor; therefore, we examine the regional orientation of the top global pharmaceutical TNCs, inquiring as to why there has not been greater convergence among Triad countries. Irrespective of cultural differences, this industry has been slow to respond to international macro change, but mergers, acquisitions, and other convergence strategies are now being observed.
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The objectives of this paper are to describe the “affordable drugs movement” and present a social marketing framework to place major developments within a meaningful theoretical…
Abstract
Purpose
The objectives of this paper are to describe the “affordable drugs movement” and present a social marketing framework to place major developments within a meaningful theoretical context.
Design/methodology/approach
Specific examples are used to illustrate the framework and its utility in understanding the complexities of the pharmaceutical market. Methods to research the dynamics of the market are also presented.
Findings
Provides referenced descriptions and examples of forces causing change within the pharmaceutical market. Classifies forces into six conditions influencing successful social movements: structural conduciveness, structural strains, growth of generalized beliefs, precipitating events, mobilization for action, and utilization of social control by opponents. Suggests social research methodologies to study the conditions in greater depth.
Research limitations/implications
This is a descriptive framework that has not been validated for its use in the pharmaceutical market.
Practical implications
Offers a useful framework for academics, managers, students, and individuals to classify and study developments in the pharmaceutical industry.
Originality/value
This paper provides an overview of major forces within the pharmaceutical market and offers direction for those who wish to explore it in greater detail.
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Michael Stros, Juerg Hari and John Marriott
The purpose of this paper is to identify the most relevant marketing factors and examine existing theories and to provide guidance for planning future studies. Since drug markets…
Abstract
Purpose
The purpose of this paper is to identify the most relevant marketing factors and examine existing theories and to provide guidance for planning future studies. Since drug markets are very complex, this paper will focus on a particular market/country to reduce some of this complexity.
Design/methodology/approach
A serial research study is undertaken to examine the essential marketing success factors by means of two qualitative studies applying Focus group and Delphi survey techniques. Swiss healthcare professionals in middle and senior management positions (Focus group n=5, Delphi group n=11) are asked to voice their personal opinion regarding the importance of various factors that might influence the turnover of prescription drugs. The fundamental findings derived from the Focus group interview are used for the Delphi group survey set‐up. To reach a consensus within the Delphi group, a three‐step interactive procedure is applied. For the evaluation of the Focus group results, a content analysis is performed. The results of the Delphi study are investigated, using descriptive statistics.
Findings
The paper ultimately yields a ranking of 29 instruments perceived to be important in the marketing of pharmaceuticals in Switzerland. With this paper, the proposed model and its propositions could be supported.
Research limitations/implications
This paper investigates their relevance based upon practical experience of Swiss health care professionals and is therefore somewhat limited to the Swiss market.
Practical implications
In the Swiss market, successful marketing has to consider appropriate product properties including issues such as efficacy and safety plus a promotion policy that emphasizes relationship with opinion leaders and personal selling. Additionally, it is vital that the product is also distributed via sales channels such as hospitals and physicians and that the product will be reimbursed by health insurance.
Originality/value
These findings will enable pharmaceutical companies to improve their sales success. The proposed model can be extended to other markets and countries.
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Gerard Doherty and Christine T. Ennew
Discusses the relative merits of standardized and customizedmarketing strategies for organizations operating in internationalmarkets. Suggests that the suitability of either…
Abstract
Discusses the relative merits of standardized and customized marketing strategies for organizations operating in international markets. Suggests that the suitability of either strategy is heavily dependent on market and environmental conditions. Reports on an examination of the characteristics of the pharmaceutical industry and the extent to which the marketing environment favours standardization. Presents empirical evidence of the extent to which marketing is standardized and suggests that the link between market characteristics and the degree of standardization is weak.
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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.
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Thani Jambulingam, Rajneesh Sharma and WaQar Ghani
The purpose of this paper is to investigate the wealth effects of the issuance of guidelines by the Office of Inspector General (OIG) to encourage pharmaceutical manufacturers to…
Abstract
Purpose
The purpose of this paper is to investigate the wealth effects of the issuance of guidelines by the Office of Inspector General (OIG) to encourage pharmaceutical manufacturers to use internal controls or self‐regulation “to efficiently monitor adherence to applicable statutes, regulations, and program requirements” in their marketing to the physicians.
Design/methodology/approach
The authors employ a standard event‐study methodology to examine the impact on shareholders of 12 large pharmaceutical firms around four events leading up to the final guidance issued by the OIG.
Findings
The overall results indicate a net wealth loss for the sample firms.
Research limitations/implications
Interpretation of results warrants caution since the sample is biased toward large multinational pharmaceutical firms that are listed on the USA stock exchanges. The issuance of high‐level government policy initiative triggers a pharmaceutical industry response that in turn mitigated firms' questionable marketing practices. The government accomplishes this without instituting regulation but by taking the dialogue to a wide‐ranging and highly public forum.
Originality/value
The empirical results suggest that a public policy initiative that impacts shareholder wealth could alter firm (industry) behavior thereby sparing government from enacting regulation and potentially saving exorbitant regulatory enactment, enforcement, and policing costs. The results also provide credence to the argument that the hybrid systems, ones that combine industry rule making with government oversight, provide the greatest potential for overall benefits to society.
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Osaro Aigbogun, Mathews Matinari and Olawole Fawehinmi
The purpose of this study is to empirically explore the predictors of e-marketing use continuance intention in the pharmaceutical business to business (B2B) supply chain during…
Abstract
Purpose
The purpose of this study is to empirically explore the predictors of e-marketing use continuance intention in the pharmaceutical business to business (B2B) supply chain during the COVID-19 pandemic.
Design/methodology/approach
This study adopted survey research strategy, and data were collected from managers dealing with marketing in 127 pharmaceutical firms in Harare Zimbabwe using a self-reported questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses.
Findings
Leadership support and perceived usefulness are significant predictors of e-marketing continuance intentions. The effect of perceived susceptibility and perceived severity on e-marketing use continuance intention was not significant. Perceived usefulness is a positive moderator in the relationship among leadership support, perceived susceptibility and e-marketing use continuance intention. However, the moderating effect of perceived usefulness created a significant but negative relationship between perceived severity and e-marketing use continuance intention.
Originality/value
This study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors.
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Sandra S. Liu and Michael Cheng
The pharmaceutical industry in the People’s Republic of China (PRC) has been highly regulated, particularly ethical products. Promulgation of the socialist market economy and the…
Abstract
The pharmaceutical industry in the People’s Republic of China (PRC) has been highly regulated, particularly ethical products. Promulgation of the socialist market economy and the recent reforms in national healthcare industry have compelled impetuses for change in the distribution systems, forms of investment of multinational pharmaceutical companies, and product/market strategies. The conventional wisdom on pioneer marketing may be challenged by these situations in the PRC. This study examines four markets that encompass both specialty and general pharmaceuticals so as to explore whether there is a product category effect on entry strategies. The findings indicate a possible synergistic effect of product category and order of entry. In addition, product life cycle has a direct impact on order of entry whereas brand position has an effect on product category. Both government policies and corporate strategies have implications on product categories and order of entry. The recent reforms in China have helped to build a foundation for pharmaceutical companies to conduct business in a manner that is similar to that of the developed countries. The entry strategies for pharmaceuticals may therefore involve more complicated considerations in accordance with these new arrangements in the legal and regulatory environments. Further research into relationships among these variables and the mediation effect is therefore indicated.
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