The informative and persuasive components of pharmaceutical promotion

Rod, Michel; Saunders, Sarena

doi:10.2501/s0265048709200558

Cited by 27 publications

(22 citation statements)

References 81 publications

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“…Following this line of research, a brand can create sustainable points of differentiation among competing products . The brand of the drug has long been considered a prominent product feature that influences the prescribing behaviour of physicians . Pinto et al .…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…Sales promotions can be classified into two categories, namely positive and negative. Positive promotions play an informative and persuasive role by retaining an existing relationship and creating physicians’ drug awareness . Examples of this type of relationship include promotion tools that serve as information tools to inform and apprise the physicians regarding available prescription drugs .…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

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The Influence of Information, Brand, Medical Representatives and Sales Promotion on Physician Prescribing Decision

Murshid

Mohaidin

2018

J Pharm Health Serv Res

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Objectives There is a lot of debate over the influence of marketing efforts on the prescribing decisions of physicians. Accordingly, this study is an attempt to determine the influence of four marketing efforts (available information on a drug, brand of a drug, medical representatives (MRs) and sales promotion) on the drug prescribing decisions of physicians in Yemen. Method A survey research was conducted among physicians in Yemen. A total of 393 usable questionnaire responses were analysed using partial least squares structural equation modelling (PLS‐SEM). Four hypotheses were proposed on the influence of marketing efforts on drug prescription, and the relationships were validated. Key findings The study found that marketing efforts have varying effects or no effect. Available drug information, sales promotion and effectiveness of medical representatives (MRs) were found to have no effect on the prescribing decisions of physicians, while the brand of a drug has a positive and significant effect. Conclusions This research showed how some marketing elements (available information on a drug, brand of a drug, sales promotion and effectiveness of MRs) could be used to explain the prescribing decisions of physicians. The study found that information available on a drug, sales promotion and effectiveness of MRs have no significant effect on prescribing decisions. On the other hand, the prescribing decisions of physicians were shown to be significantly and positively influenced by drug brands.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The Influence of Information, Brand, Medical Representatives and Sales Promotion on Physician Prescribing Decision

Murshid

Mohaidin

2018

J Pharm Health Serv Res

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“…In recent studies of the societal effects of advertising, the emphasis has been on understanding of consumers' perceptions of potentially objectionable advertising such as ads for socially controversial products (Diehl et al 2008;rod & Saunders 2009;Wilcox et al 2009) and ads targeting children (Ambler 2006;McDermott et al 2006;Chan & Prendergast 2008). Although this line of works has shed light on the importance of societal effects of advertising, relatively few studies have explored the issues related to the legal or regulatory impact of advertising, especially on individual firms.…”

Section: Conceptual Backgroundmentioning

confidence: 97%

Deceptive advertising and abnormal stock returns

Jeong

Yoo

2011

International Journal of Advertising

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This study examined the impact of deceptive advertising on the abnormal stock returns of firms. Using an event study analysis with 101 cases from the fTC database over the period 1987-2005, the fTC rulings on deceptive advertising were found to have the negative effects on the abnormal stock returns of firms. Among the firm-specific factors examined in this study, the amount of advertising expenditures played a role in alleviating the impact of deceptive advertising on the abnormal stock returns, and the firms charged with consent agreements alone were found to lose less firm value than those charged with additional actions by the fTC. results also showed that the negative effects on the abnormal stock returns created by the fTC actions did not quickly disappear afterwards. These results imply that marketing managers should exercise caution in designing advertising messages that may or may not intend to violate the fTC rules and regulations on deceptive advertising.

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“…information and knowledge in the function of higher quality of decisions made by prescribers, in a joint mission of providing patients with the best possible and/or available therapy. Rod & Saunders [54] stress out the importance of informative component in pharmaceutical promotion.…”

mentioning

confidence: 99%