Emerald | International Journal of Pharmaceutical and Healthcare Marketing | Table of Contents

Syndisciplinary Approaches to Pharmaceutical and Healthcare Research

literatinetwork@emeraldinsight.com (Avinandan Mukherjee) — Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Not available.

Originator and generic medicine: Pricing and market share

literatinetwork@emeraldinsight.com (Jhandré Bredenkamp, Eon van der Merwe Smit) — Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Purpose - The aim of the study is to examine the effects of generic medicine competition on the market share growth and pricing of originator brand medicine in the South African private pharmaceutical market. Design/methodology/approach - Regression analysis is applied to market share data of originator brand drugs that have been exposed to competition from generic substitutes based on an agency model of the prescribing physician, the pharmacist or the medical scheme. Findings - The results indicate that the price of an originator brand medicine relative to the weighted average price of its generics has a significant negative impact on the change of its market share. Investigations into the prices of the originator brands in relation to the number of generic equivalents in the market, indicate that the number of generics available in a specific market has a significant positive impact on the relative price of originators, thereby making originators relatively more expensive compared to their generic competitors. At the same time, the results show that the absolute price of the originator brand medicines declines as the number of generic equivalents in the market increases. Originality/value - The results indicate that, for all modules pooled together, the relative price of the originator product to that of the generic equivalent, is responsible for a significant reduction in the relative change in the market share of the originator medicine. When analysed on the level of anatomical class, or the individual molecule, results are not consistent. For affordable healthcare, the results support the reduction in barriers to entry for generic medicine. Furthermore, the results support education and incentives for doctors, pharmacists and end users to develop generic alternatives as trusted brands in their own right.

Consumer trust in high-consequence decisions: a study of medical services

Tue, 07 May 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this study is to address the impact of affect (as opposed to cognition) on patient trust in high-consequence exchanges. We also investigate the mediator’s role of trust in the relationship between affect and cognition, and behavioural intentions.Design/methodology/approach - We performed three between-subjects experiments using undergraduate students from a large North American university.Findings - Study 1 findings demonstrate that affect and cognition elements equally influence trust in high-consequence decisions. Also, trust is an important mediator between affect and cognition and the intention to continue the relationship and to seek a second opinion. Study 2 reinforces the importance of trust for the patient’s evaluations, showing that when trust is low, the second opinion influences patient satisfaction. However, when patient trust is high, the second opinion (the same or different, compared with the first diagnosis) does not affect patient satisfaction. Study 3 shows that, in low-consequence choices, cognition is a more relevant antecedent of trust than affect. Affect is important when cognition aspects (e.g. the competence of the doctor) are perceived as low. Originality/value - As an original contribution, this study can be considered the to address the different impacts of affect and cognition aspects on patient trust, in high- and low-consequence exchanges. Also, it highlights the importance of patient trust in the doctor when a second opinion is sought: a different diagnosis depletes patient satisfaction only for patients with low levels of trust in the doctor.

An exploration of seniors’ relationships with prescription pharmaceutical brands: An application of ‘arranged marriage’ metaphor framework

Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Purpose - We explore relationships that seniors (aged 55 and above) experience with prescription pharmaceutical brands, thus attending to situations where consumers have limited control over brand choice.Design/methodology/approach - We conducted a phenomenological study involving interviews with seniors in two Canadian cities. Phenomenology relies on a small number of interviews that are analyzed in depth and describes the lived consumer experience. Data analysis focused on types of relationships participants had experienced with brands and factors that influenced relationships.Findings - Analysis reveals four types of relationships that seniors hold with prescription pharmaceutical brands. The interpersonal relationship metaphor of arranged marriages can be used to describe relationship forms that seniors develop with brands. The quality of relationship seniors have with prescribing physician, who acts as marriage broker, and brand attributes influence relationships with prescription pharmaceutical brands. Consumer’s ethos and nature of illness also influence brand relationships. Research limitations/implications - The study provides insights into brand choice situations where consumers have low control and addresses impact of intermediaries on consumer experiences. It opens the way for further research on mediated brand relationships.Practical implications - Marketing managers need to understand the role of intermediaries, where applicable, in influencing consumer relationships with brands.Originality/value - The study closes a gap in academic research on relationships with prescription pharmaceutical brands held by consumers – specifically older consumers – which is sparse. It also encourages a critical view of the arranged marriage metaphor as a means of understanding consumer-brand interactions.

Consumers’ choice of dentist by self-perceived need

literatinetwork@emeraldinsight.com (Julie Coe, Fang Qian) — Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Purpose - The authors described consumers’ choice of dentist by self-perceived need: comprehensive dental care patients and limited care patients in terms of patient characteristics and information sources used and preferred attributes during the dentist selection process. Design/methodology/approach - A survey of 1150 dental school faculty private practice patients who recently chose their dentist was conducted and 221 responded. The respondents were divided to comprehensive care patients (n=120) and limited care patients (n=90 ) by self-perceived need. Findings - The comprehensive care patients were younger and more likely to be highly educated, have healthcare related profession, and have private dental insurance (p<0.001). The comprehensive care patients were more likely to use information sources such as clinic website, the Internet, and the insurance directory (p<0.05) while the limited care patients were more likely to use other dentist. Comprehensive care patients put more value on attributes such as the dentist is in my insurance network and convenient physical location (p<0.05). In conclusion, comprehensive care patients and limited care patients differed significantly in characteristics and how and why they chose their dentist.Originality/value - Healthcare marketers can use this study’s findings to better promote their practice by selecting appropriate communication channels and focus on attributes that consumers value the most. It is important to apply different strategies to different consumer groups.

Conceptualisation of branding: Strategy based on the Indian pharma sector

Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Purpose - The research addresses (1) how the concept of branding exists in the pharmaceutical sector and Indian market in particular, and (2) how this branding technique might be modified to optimize the benefit 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 pharmaceutical companies of India 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, we 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 - We 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.

An international regulatory clinical trial comparative

literatinetwork@emeraldinsight.com (Beth Ann Fiedler, Robert J. Bebber) — Fri, 21 Jun 2013 00:00:00 +0100

Abstract

Purpose - Establish historic regulatory conditions and priority national characteristics eliciting outstanding best practices in clinical trial regulatory systems towards global health objectives through targeted economic development. Design/methodology/approach - Exploratory review of clinical trial processes of three industrialized nations with similar democratic processes—Japan, the United Kingdom, and the United States, in order to determine the efficacy of international clinical trials. Findings - Outstanding best practices in national vaccine clinical trials can guide the international economic development, manufacturing, and distribution policy strategies necessary to form the basis of a cross-cultural global delivery system. Originality/value - This study contributes to academic literature threefold: 1) reviews established fundamental clinical trial processes for Japan, the United Kingdom and the United States, 2) distinguishes similarities and differences to determine best practices, and 3) suggests changes in regulatory vaccine clinical trials towards achieving global health objectives.