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Article
Publication date: 30 August 2013

Brent Rollins, Shravanan Ramakrishnan and Matthew Perri

Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly…

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Abstract

Purpose

Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct‐to‐consumer advertising as part of their promotional strategy. Given many PGTs are available without a prescription or physician order and the lack of empirical research examining the effects of PGT‐DTC, this paper seeks to examine consumer attitudes, intentions, and behavior in response to a PGT‐DTC ad with and without a prescription requirement.

Design/methodology/approach

A single factor, between subjects online survey design with the presence or absence of a prescription requirement as the experimental variable was used to evaluate consumers' attitudes, intentions, and behavior in response to a predictive genetic test DTC advertisement. A minimum sample size of 198 was determined a priori and 206 surveys were completed within five hours of deployment to 600 randomly selected general consumer participants for a response rate of 34.3 percent (206/600), with 106 in the prescription requirement group and 100 in the non‐prescription group. Descriptive statistics, t‐tests, and chi‐square techniques were used to examine the various dependent variables (consumer attitudes, behavioral intentions, and the pre‐defined behavior measure) and their differences.

Findings

Overall, consumers hold favorable attitudes to PGT‐DTC ads, but did not intend to engage in physician discussion, take the test or perform information search behavior. The effect of a prescription requirement was not significant, as no differences were seen with the attitude and behavioral intention dependent variables.

Originality/value

At this still relatively young point in the PGT cycle, consumers still seem to be skeptical about the value of predictive genetic tests and their associated DTC advertisements.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 6 November 2017

Shamindra Nath Sanyal, Saroj Kumar Datta and 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…

Abstract

Purpose

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 factors that influence physicians’ behavior toward prescribing branded generic drugs in the said selective medical conditions.

Design/methodology/approach

The study was carried out across six major cities in eastern India with 301 physicians. The current study introduced some significant elements into the modified technology acceptance model (TAM) with title the extended tam for product usage (TETPU) to analyze the prescribing factors that influence physicians in five common yet serious medical conditions in India. Out of nine factors considered here, seven were selected from the previous literature studies of different product segments and two were proposed by the authors. Demographic factor was proposed as the confounding variable.

Findings

The results indicated that apart from the factors “perceived no need” and “physicians’ perception and need achievement” rest of the factors showed satisfactory to excellent results.

Practical implications

The current study findings may enable the pharmaceutical managers to revise or modify their current marketing communication and other brand-building strategies so as to achieve a superior performance that offers them a competitive advantage.

Originality/value

The paper fulfils a need for advancing the knowledge on the physician’s prescription influencing factors by introducing the newer aspects of the concept and offers a theoretical framework for the academia and practical framework for the managers who desire to implement the strategies to achieve competitive advantage.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 2 April 2020

Raeda Habash and Hani Al-Dmour

This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan.

Abstract

Purpose

This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan.

Design/methodology/approach

A conceptual framework was developed based on consumer buying behavior theoretical background and a review of the relevant literature. A quantitative approach and a convenience sampling method were used to obtain data from self-administered questionnaires, which were completed by 351 academic staff from selected Jordanian universities.

Findings

The results indicate that all antecedent factors (internal, external and combined) have significant positive influences on the intentions to buy OTC medicines. Internal factors are more influential than external factors; however, the combination of internal and external factors resulted in the greatest influence on buying OTC medicines compared to each category separately.

Originality/value

This paper has integrated and examined empirically the antecedent factors that influence intentions to buy OTC medicines (internal, external and combined) in Jordan’s business environment context as a developing country for the first time.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 4 April 2016

Dipanjan Goswami, Sakun Boon-Itt, Neera Jain and D.R. Agarwal

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring…

Abstract

Purpose

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

Design/methodology/approach

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

Findings

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Research limitations/implications

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Practical implications

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

Originality/value

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 8 August 2016

William D. Diamond

This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and…

Abstract

Purpose

This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools.

Design/methodology/approach

Two surveys of smokers evaluated cessation tools from electronic cigarettes to hypnosis.

Findings

Smokers showed a strong preference for electronic cigarettes over other cessation tools. Different aspects of brand personality predicted intention to use different cessation tools.

Research limitations/implications

The research used online surveys rather than real purchasing behavior. The results indicate that advertisements emphasizing the personality attributes of different cessation tools could be effective in encouraging the use of appropriate cessation tools.

Social implications

If research validates e-cigarettes as a valuable cigarette smoking cessation tool, then public service advertisements encouraging their use should emphasize their sincerity and excitement. If e-cigarettes have a net negative effect on public health, public service advertising should stress that the marketing of e-cigarettes is not sincere.

Originality/value

This research extends the idea of brand personality, showing how it can encourage behavior that promotes public health goals.

Details

Journal of Consumer Marketing, vol. 33 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Content available
740

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 1750-6123

Content available
405

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1750-6123

Article
Publication date: 5 February 2018

Stine Skaufel Kilskar, Jonas A. Ingvaldsen and Nina Valle

This paper aims to explore the relationship between the contemporary forms of manufacturing rationalization and the reproduction of communities of practice (CoPs) centred…

Abstract

Purpose

This paper aims to explore the relationship between the contemporary forms of manufacturing rationalization and the reproduction of communities of practice (CoPs) centred on tasks and craft. Building on critical literature highlighting the tensions between CoPs and rationalization, this paper aims to develop a nuanced account of how CoPs are reproduced in the context of rationalization.

Design/methodology/approach

A qualitative case study of a CoP involved in the production of automotive components was conducted. Following a change in ownership, the company was instructed to rationalize production according to the principles of lean production. Data were collected through participant observation and semi-structured interviews.

Findings

The CoP of the case study reinterpreted, resisted and redefined the lean production practices according to the established norms and values. In collusion with local management, workers protected the integrity of the community by engaging in hypocritical reporting. While lower-level managers buffered the rationalization pressures, workers would “get the work done” without further interference.

Research limitations/implications

The critical research approach may be applied to a wide range of cases in which informal or professional work organization collides with change programmes driven by management. Future research is encouraged to investigate more closely how CoPs gain access to formal and informal power by enrolling lower-level managers in their joint enterprise and world view.

Practical implications

Managers should be aware that attempts to rationalize community-based work forms may lead to dysfunctional patterns of organizational decoupling.

Originality/value

This study is one of the first to empirically examine the relationship between CoPs and manufacturing rationalization.

Details

The Learning Organization, vol. 25 no. 2
Type: Research Article
ISSN: 0969-6474

Keywords

Article
Publication date: 1 December 2005

Tanuja Singh and Donnavieve Smith

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

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Abstract

Purpose

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

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Consumer Marketing, vol. 22 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 September 2016

Mahmoud Abdulai Mahmoud

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Social implications

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.

Originality/value

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

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

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