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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.

This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the second objective is to determine whether advertising tools that are more compatible with prescriber’s behavior have superior impact on sales. Third is to examine empirical support for the argument that advertising directly to consumers, as a market follower versus leader, has a backfiring effect. Finally, this paper aims to assess the magnitude of variance in sales as a function of each advertising tool.

Data on unit sales and spending (on DTCA, journal ads, events and detailing) ranging 84 months are obtained for six prescription-only cholesterol-reducing brands. First, linearity is checked. Second, evolution versus stationarity is tested by applying the unit-root test. Third, potential endogeneity among variables is assessed with granger causality. Fourth, vector autoregressive model (VAR) that accounts for endogeneity and dynamic interactions is specified. Intercept, seasons and market share are added into the model specification as exogenous variables. Fifth, VAR with akaike selected lags and generalized impulse response are conducted. Finally, sales variance is decomposed with forecast error variance decomposition and Cholesky ordering.

A 10% increase on detailing or journal ads spending brought an immediate (one month) negative effect on sales in a market leader, whereas that same increase is insignificant in a market follower. A 10% increase on DTCA (vs detailing) spending led to a negative (vs positive) carryover effect for the market follower, giving empirical support to the backfiring effect of DTCA and partial evidentiary support suggested about prescriber friendly advertising. However, DTCA induces a larger short term and longer carryover effect in a market leader, with seven times more effect on sales than what detailing does. In addition, it explains 50% of the variation in sales.

The model applied captures extensive dynamics; hence, findings are robust. The analysis considered comparison in terms of prescriber friendly (vs not) advertising tools and brand market status and thus can make managers rethink strategy of advertising budget allocations. This study also introduced a new look onto DTCA and hence challenges the traditional thought held on consumer advertising response.

This paper aims to explore the role of tramadol in pain management and the impact of regulatory measures on supply and medical access in Ghana and other African countries.

The study adopted an exploratory design and qualitative methods to explore the perspectives of different actors, including officials of regulatory agencies, law enforcement agents, health-care providers and non-medical tramadol users. Data were collected through individual and group interviews, and transcripts were subjected to thematic analysis.

Findings show that tramadol fills a critical gap in treating pain across Ghana in areas with an acute shortage of opioid analgesics due to scheduling-related barriers. This was partly due to porous borders allowing for an influx of tramadol into the countries. The study further found that most tramadol purchases in Ghana and other West African countries were made from market traders rather than from health-care settings and were mainly generic medicines categorised as “substandard/spurious/falsely-labelled/falsified/counterfeit medical products” within the World Health Organization standards.

Although the findings are instructive, there were some limitations worth noting. The study encountered several limitations, especially with the non-medical users, because the environment is highly criminalised, People who use drugs were unwilling to avail themselves for fear of law enforcement officers’ harassment. Obtaining ethical clearance had its own bureaucracy – challenges that delayed the study time frame.

Placing tramadol under the list of internationally controlled substances would create barriers to access to effective pain medications, particularly by the poor, and encourage victimisation of users by law enforcement authorities.

The study is based on empirical research on tramadol use and regulation in African countries, contributing to knowledge in an under-researched subject area on the continent. The comparative approach further adds value to the research.

The purpose of this paper is to review empirical research on direct‐to‐consumer advertising (DTCA) of prescription drugs published in journals over the period from 1997 to 2012.

A structured review of 130 published studies on direct‐to‐consumer advertising of prescription drugs was conducted.

Based on the structured review, the authors identified seven key research themes in DTCA. These are: consumers' attitudes toward direct‐to‐consumer advertising, physician‐patient interaction, content of DTC advertisements, awareness, literacy and memory, consumer information source and search, effect of DTCA expenditures on financial performance, and physicians' attitudes toward DTCA.

Avenues for future research are proposed. Future research needs to focus on more empirical studies, television DTCA, online and emerging media DTCA, new and improved measures, ethical issues and regulations, diverse countries, and nurse and pharmacist attitudes towards DTCA.

The primary contribution of this paper is a thorough understanding of the state‐of‐the‐art in research on DTCA and future research directions.

Patient empowerment (PE) is a key public health policy tool globally which is seen as unproblematic, but contains a number of unwarranted assumptions and unrecognised challenges to achieving effective implementation. Further, the theoretical foundations for understanding the impact of persuasive health communications on PE are weak. The purpose of this paper is to review these factors and to highlight major areas of concern.

First, the assumptions underpinning empowerment and the implicit theoretical foundations for active health information seeking behaviours are reviewed. This is then followed by a readability analysis of internet-based material relating to two general medical conditions, four chronic medical conditions and six patient information leaflets which was conducted to explore issues relation to the provision and readability of online health information.

The assumptions underpinning expectations of policy makers and health organisations regarding active health information seeking are shown to be problematic, with several potential impediments to effective PE implementation, including the fact that almost all of the online material reviewed is written in language too complex for the majority of the general public to comprehend, let alone act on.

Recommendations are made for guiding information seeking and a research agenda is outlined that would aid in strengthening theoretical underpinnings, expand knowledge and thereby help inform practice and policy debate regarding how PE can be improved.

This paper contributes to understanding of the challenges of effective health communication in the digital age by highlighting the need for a greater understanding of online health information seeking and the impact of limited health literacy and numeracy.

This study aims to increase understanding of the factors that affect retail pharmacy performance. This paper investigates how various product-, store-, customer- and competitor characteristics affect over-the-counter (OTC) drug sales and thus store performance.

This paper specifies and estimates a hierarchical model comprising scanner-based information, as well as individual-level data from a customer survey.

Results indicate that the drivers of retail pharmacy performance in OTC categories are different from those identified in traditional retailing research.

This is the first study that determines which factors impact the sales of OTC drugs in pharmacies.

Following the trend in the world over and on the African continent, the Parliament of Ghana passed a new law in 2020, the Narcotics Control Commission Act (Act 1019) that eased the legal restrictions on cannabis cultivation and use, subject to obtaining license from the relevant authority/authorities. This paper aims to examine the implications of Ghana’s decision to legalise the cultivation of cannabis for industrial purposes for the production of fibre and for medicinal purposes.

The author adopted the qualitative analysis critical review methodology in sourcing information from peer-reviewed articles, coupled with the author’s own professional knowledge, background and training, to critically analyse and review the reasons behind Ghana’s decision to legalise cannabis cultivation and the implications such a major policy change/shift.

It was found that, while the law mentions industrial and medicinal purposes for the legalisation of cannabis, the real reason, at least in the immediate term, is mainly economic. This agrees with those of other African countries that have legalised cannabis cultivation but appears to contrast with those of Europe and America.

This research is limited to Ghana and the few African countries that have legalised cannabis cultivation so far. The main reason for the legalisation (economic benefits) may also change in the future when the economics of scale turn in the favour of the country. Therefore, Ghana’s case may not represent the case of all countries legalising cannabis cultivation.

The research implication of this paper is that it brings to the world the law on cannabis cultivation in Ghana. It provides a professional and scientific position paper on Ghana’s drug law regime regarding cannabis, thus, serving as a useful reference literature to the academic and research community on the topic. More importantly, it discusses the implications of such major policy change from an objective perspective, unravelling the real reason behind the State’s decision to legalise the cultivation of cannabis in Ghana.

This paper will bring to the fore the other consequences of Ghana’s cannabis cultivation legalisation policy change, which little attention has been devoted to so far.

This paper, apart from reference to other published texts on the topic, which have been duly acknowledged, represents the sole work of the author. It has not been produced anywhere or by anyone else either in Ghana or elsewhere.

This study aims to investigate the factors influencing the adoption of online pharmacies in Qatar using the unified theory of acceptance and use of technology-2 (UTAUT-2) framework. Specifically, this study examines the impact of performance expectancy, effort expectancy, social influence, hedonic motivation, habit, technology trust, perceived risk and users’ level of awareness of behavioral intention, which in turn affects the adoption of online pharmacies. Furthermore, this study explores the moderating role of word-of-mouth (WOM) recommendations on the relationship between behavioral intention and online pharmacy adaptation.

This study adopted a descriptive, quantitative approach to investigate the UTAUT-2 model in the context of consumers’ adoption of e-pharmacy in Qatar. Through convenience sampling, 455 responses were collected from regular customers accessing online pharmacy services. The data were analyzed using Smart-PLS 3.2 software to examine the hypothesized relationships.

The results showed that WOM recommendations significantly enhanced the relationship between behavioral intention and adopting online pharmacies in Qatar. This study identified the factors that may hinder or enable the adoption of online pharmacies, including performance expectancy, effort expectancy, social influence, hedonic motivation, habit, technology trust, perceived risk and users’ level of awareness.

This study contributes to the existing literature on technology acceptance by extending the UTAUT-2 model and recognizing three additional variables (perceived risk, technology trust and technology awareness). These need to be investigated against UTAUT-2 variables to detect the significance of their impact on adapting the e-health concept in Qatar. The potential for cultural change to accelerate the adoption of online pharmacies is highlighted. Future research should explore the role of moral and cultural factors in technology adoption.

The results underscore the economic and social significance of e-pharmacy adoption, particularly within the context of a developing country. Considering the positive intentions expressed by individuals toward e-pharmacy, it becomes crucial for managers and decision-makers to make strategic choices to address any challenges that may arise. Policymakers are encouraged to enhance their services and implement various development initiatives to expand e-pharmacy accessibility and availability.

This study builds upon previous research on e-commerce in the pharmaceutical industry and provides a comprehensive understanding of customers in developing countries. Extending the UTAUT-2 model and identifying additional variables contributes to the knowledge of e-health concepts in Qatar. The findings have practical implications for developing strategies to promote online pharmacy adoption in Qatar and other countries.

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.

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.

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.

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.

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.

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.