Health and marketing: The emergence of a new field of research

Stremersch, Stefan

doi:10.1016/j.ijresmar.2008.09.002

Cited by 65 publications

(50 citation statements)

References 28 publications

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“…Thus, new approaches and models have been formulated for modeling diffusion of pharmaceutical products. See, for example, the special issue of this journal on Marketing and Health (Stremersch, 2008;Vakratsas & Kolsarici, 2008;Grewal, Chakravarty, Ding & Liechty, 2008). Solid pre-launch forecasting methods are still needed, especially due to the pharmaceutical industry's high investment in R&D in very early stages of the drug development process.…”

Section: Practical Applications In Specific Industries: Future Directmentioning

confidence: 99%

Innovation diffusion and new product growth models: A critical review and research directions

Peres

Muller

Mahajan

2010

International Journal of Research in Marketing

773

450

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Section: Practical Applications In Specific Industries: Future Directmentioning

confidence: 99%

Innovation diffusion and new product growth models: A critical review and research directions

Peres

Muller

Mahajan

2010

International Journal of Research in Marketing

773

450

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“…1). 7 Stremersch (2008) has pointed out the absence of research on DTCA, patient requests and the providerpatient relationship. As noted previously, DTCA affects physicians' prescriptions not directly but through patient requests.…”

Section: Background and Literature Reviewmentioning

confidence: 99%

The impact of direct-to-consumer advertising of prescription drugs on physician visits and drug requests: Empirical findings and public policy implications

Liu

Gupta

2011

International Journal of Research in Marketing

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“…Manchanda et al (2005) and Kremer et al (2008) provide brief surveys; Stremersch (2008) positions the somewhat broader field of health and marketing. In this section, we discuss a well-known model developed by Rizzo (1999) and slightly modified by Windmeijer et al (2005).…”

Section: The Rizzo Modelmentioning

confidence: 99%

Modeling the effects of pharmaceutical marketing

Leeflang

Wieringa

2009

Mark Lett

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Successful innovation of prescription drugs requires a substantial amount of marketing support. There is, however, much concern about the effects of marketing expenditures on the demand of pharmaceutical products (Manchanda et al., Market Lett 16(3/4):293-308, 2005). For example, excessive marketing could stimulate demand for products in the absence of a fundamental need. It also has been suggested that increased marketing expenditures may reduce the price elasticity of demand and allow firms to charge higher prices (Windmeijer et al., Health Econ 15(1):5-18, 2005). In this paper, we present the outcomes of an empirical study in which we determine the effects of pharmaceutical marketing expenditures using a number of frequently used "standardized" models. We determine which models perform best in terms of predictive validity and adequate descriptions of reality. We demonstrate, among others, that the effects of promotional efforts are brand specific and that most standardized models do not provide adequate descriptions of reality. We find that marketing expenditures have no or moderate effects on demand for pharmaceutical products in The Netherlands.

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Health and marketing: The emergence of a new field of research

Cited by 65 publications

References 28 publications

Innovation diffusion and new product growth models: A critical review and research directions

Innovation diffusion and new product growth models: A critical review and research directions

The impact of direct-to-consumer advertising of prescription drugs on physician visits and drug requests: Empirical findings and public policy implications

Modeling the effects of pharmaceutical marketing

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