International Journal of Pharmaceutical and Healthcare Marketing最新文献

{"title":"Consumer perceptions of information features in healthcare service advertisements and attitudes toward advertising","authors":"Sung-Yeon Park, Gi Woong Yun, D. Cook, Max J Coppes","doi":"10.1108/ijphm-02-2022-0016","DOIUrl":"https://doi.org/10.1108/ijphm-02-2022-0016","url":null,"abstract":"\u0000Purpose\u0000With the increasing dependence on market-based distribution of health-care resources in the USA, spending on health-care service advertisements directly targeting consumers has also increased. Previous research has shown that the ads fail to deliver information deemed essential by regulators. Nevertheless, the attitude of consumers toward health-care service advertising has been more positive than negative. The purpose of this study is to create a taxonomy of advertising information features to better describe the relationships between information features in the advertisements and consumer attitudes toward them.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional survey was conducted with 128 health-care consumers in a western state in the USA.\u0000\u0000\u0000Findings\u0000Factor analysis generated seven groups of information features. Among them, information features about access, cost and quality of care were rated as most helpful, whereas providers’ clinical qualifications and communication were rated least helpful. The advertising attitude measure was validated to contain two subscales, one regarding health-care service advertising and the other regarding physicians who advertise. People who highly rated the consumerism features had more positive attitudes toward health-care service advertising and people who highly rated provider clinical qualification features had more negative attitudes toward advertising physicians.\u0000\u0000\u0000Originality/value\u0000This study made methodological improvements in health-care service advertising research that would be crucial for its theoretical development. It also shed light on consumer characteristics and perceptions about information features that could influence their attitudes toward health-care service advertising.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48550466","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Choice experiment to assess consumer attributes for a pharmaceutical product","authors":"V. C. Bica, Vera Lúcia Milani Martins, Mauricio Raymundo Belleza, F. H. Lermen, M. Echeveste","doi":"10.1108/ijphm-05-2021-0050","DOIUrl":"https://doi.org/10.1108/ijphm-05-2021-0050","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise.\u0000\u0000\u0000Design/methodology/approach\u0000The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price.\u0000\u0000\u0000Findings\u0000The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness.\u0000\u0000\u0000Originality/value\u0000Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44321398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Service quality in health care: empathy as a double-edged sword in the physician–patient relationship","authors":"Fabienne T. Cadet, F. Sainfort","doi":"10.1108/ijphm-09-2021-0092","DOIUrl":"https://doi.org/10.1108/ijphm-09-2021-0092","url":null,"abstract":"\u0000Purpose\u0000As one of the five major dimensions of service quality, empathy has been and continues to be regarded as a requirement for a successful service encounter. This paper focuses on the highly customer-centric service industry of health care. The purpose of this paper is to shed light on the potential negative effects of empathy on both the physician and the patient.\u0000\u0000\u0000Design/methodology/approach\u0000Building on an in-depth review of literature and well-established service quality models, the authors propose a new model for understanding the complex role of physician empathy in the physician–patient encounter. The trait, emotional intelligence (EI), is presented as a moderator for physician empathy levels.\u0000\u0000\u0000Findings\u0000The Health Care Optimal Physician Empathy (HOPE) model enables further characterization and analysis of the tradeoffs between patient satisfaction and physician burnout and determining when empathy optimally works to the benefit of both the physician and the patient to maximize service quality. The HOPE model provides a systematic way to understand and determine the appropriate level of physician empathy that results in optimal outcomes for both physicians and their patients by demonstrating the tradeoffs between physician burnout and patient satisfaction.\u0000\u0000\u0000Originality/value\u0000The authors highlight the potential detrimental effects on physicians themselves, and, in turn, on service quality. The theoretical and practical implications in this paper provide insights into the development and implementation of empathy-focused interventions and best practices to optimize service quality in the physician–patient interaction. The HOPE model is the first of its kind in shedding light on the manifestation of physician empathy.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43148711","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Understanding the determinants of adoption of mHealth services among older women’s perspective in Bangladesh","authors":"M. Alam, Liza Khanam","doi":"10.1108/ijphm-05-2021-0055","DOIUrl":"https://doi.org/10.1108/ijphm-05-2021-0055","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study was to explore the factors affecting adoption of mHealth services among the older women in Bangladesh. As this portion of the total population is rapidly increasing in Dhaka City.\u0000\u0000\u0000Design/methodology/approach\u0000Using the technology acceptance model as a theoretical framework, this study introduces perceived reliability, price value and technology anxiety as new factor reflecting the user’s reliability, beliefs and monetary concerns in the acceptance of mHealth services. A structured survey was conducted to collect the required data from convenience sampling of 271 mHealth end users from Dhaka city in Bangladesh.\u0000\u0000\u0000Findings\u0000The study confirmed that perceived usefulness, perceived reliability; price value and technology anxiety had a significant impact on mHealth adoption. Ease of use did not influence on the adoption of mHealth services.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is one of the first to investigate the determinant of mHealth adoption among older Women. Moreover, the insights from this study could benefit mHealth services providers and policymakers in implementing more effective marketing strategies to increase the acceptability of mHealth services.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48097897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Examining the impact of marketing techniques on the prescription behavior of physicians with ethical ideology as a moderator","authors":"Tanzeela Aqif, Sana Mumtaz","doi":"10.1108/ijphm-01-2021-0009","DOIUrl":"https://doi.org/10.1108/ijphm-01-2021-0009","url":null,"abstract":"\u0000Purpose\u0000This research paper aims to investigate the impact of pharmaceutical marketing on the prescription behavior of physicians. It further examines whether the use of various promotional techniques including advertisements, sales promotions, personal selling and direct marketing by pharmaceutical companies influences the prescription behavior of doctors. Based on the increasing ethical concerns regarding the promotion of specific drugs for personal gains, the research also investigated the moderating role of ethical ideology in the above relationship.\u0000\u0000\u0000Design/methodology/approach\u0000To accomplish the research goals, quantitative research methods were used. Using the online questionnaire, data were collected from 93 doctors working in government and private hospitals in Pakistan, and structural equation modeling technique was used to analyze the impact of pharmaceutical marketing techniques on the prescription decisions of physicians.\u0000\u0000\u0000Findings\u0000The findings suggested that marketing strategies of pharmaceutical companies positively influences the prescription behavior of doctors. Further, physicians having weak ethical standards are likely to be strongly influenced by the marketing and promotional practices of companies.\u0000\u0000\u0000Practical implications\u0000The research is pivotal in understanding the perspective of doctors and the ethical considerations that need to be addressed while devising the marketing campaigns by pharmaceutical companies. Further, these findings provide important implications regarding the essential linkage between ethical values and the development of right marketing tools.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is one of the first few to empirically develop and test the role of moral values followed by physicians when they take prescription decisions. Based on the findings, future researchers are encouraged to further investigate the need of setting boundaries for pharmaceutical companies and restricting their usage regarding the promotional tactics.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42596655","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Macro environment determinants affecting the availability of artemisinin-based combination therapies in Uganda","authors":"Pross Oluka Nagitta, M. Mkansi","doi":"10.1108/ijphm-09-2020-0074","DOIUrl":"https://doi.org/10.1108/ijphm-09-2020-0074","url":null,"abstract":"\u0000Purpose\u0000Artemisinin-based combination therapies (ACTs) have been developed to treat uncomplicated malaria. However, scanty studies exist to inform the role of macro factors in explaining the nonavailability of ACT in developing countries. Therefore, this paper aims to evaluate the different macro-environment factors affecting the availability of ACTs in the public hospital setting.\u0000\u0000\u0000Design/methodology/approach\u0000This study applied a quantitative methodological approach and structural equation modeling (SEM) to test hypotheses statistically. SEM examines linear causal relationships among variables while accounting for measurement error. Confirmatory factor analysis (CFA) was used to assess model reliability. CFA and SEM were used to determine the shared variance-covariance of variables, define the latent construct and provide a more precise way to account for the error variances associated with the variables, which, if untested, could lead to biased parameter estimates. This was guided by the data collected from 40 general public hospitals with 283 respondents.\u0000\u0000\u0000Findings\u0000This study’s results support a model for promoting social-cultural, technological and legal factors. The availability of ACTs is significantly affected by legal factors. Improving legal aspects by a unit can enhance ACT availability by 0.59. Political factors scored the least, and they do not influence the availability of malaria drugs.\u0000\u0000\u0000Research limitations/implications\u0000The design was quantitative and cross-sectional. Future research could be longitudinal with a mixed-method approach and consider other external stakeholders.\u0000\u0000\u0000Practical implications\u0000Reducing the impact of the nonavailability of antimalarial drugs in general public hospitals requires a holistic concerted and coordinated supply chain approach that tackles the political, economic, social-cultural norms, technological and legal factors.\u0000\u0000\u0000Originality/value\u0000The authors develop and test a model using macro factors: political, economic, social, cultural, technological and legal factors. This model is relevant for many developing countries to supply chain coordination perpetually experiencing medicine shortages.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46761335","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Comparing media coverage of the pharmaceutical industry: pre-and post-pandemic lockdown","authors":"Stephen J. Porth, G. Sillup","doi":"10.1108/ijphm-05-2022-0044","DOIUrl":"https://doi.org/10.1108/ijphm-05-2022-0044","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyze media coverage of the pharmaceutical industry before and after the COVID-19 lockdown to determine whether the coverage changed in light of a global health-care crisis and the fast-track development of vaccines and antiviral treatments.\u0000\u0000\u0000Design/methodology/approach\u0000The top five US newspapers were audited, comparing the 12-month periods before and after March 2020 coinciding with the pandemic lockdown, yielding 493 front-page articles and editorials. Each headline and full-text article was separately analyzed and categorized as either positive, negative or neutral toward the pharmaceutical industry. A frequency analysis of the hot button issues covered in each article was conducted.\u0000\u0000\u0000Findings\u0000Year 1 and Year 2 audit results were compared to identify changes in media coverage pre- and post-lockdown. The amount of coverage of the industry increased 145% and the tone of both headlines and articles shifted dramatically. Only one of the five newspapers had a net positive article rating of the industry pre-lockdown, four of five were net positive post-lockdown. The proportion of positive headlines increased 165%. The top issues discussed in the coverage shifted from persistent challenges for the industry (e.g. opioid crisis, high cost of drugs) to the emergence of the virus and status of vaccine development.\u0000\u0000\u0000Originality/value\u0000This research establishes how media coverage of the pharmaceutical industry changed as the industry responded to a global health-care crisis and identifies implications for industry stakeholders.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44714827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Demand forecasting accuracy in the pharmaceutical supply chain: a machine learning approach","authors":"L. Yani, A. Aamer","doi":"10.1108/ijphm-05-2021-0056","DOIUrl":"https://doi.org/10.1108/ijphm-05-2021-0056","url":null,"abstract":"\u0000Purpose\u0000Demand foresting significantly impacts supply chain (SC) design and recovery planning. The more accurate the demand forecast, the better the recovery plan and the more resilient the SC. Given the paucity of research about machine learning (ML) applications and the pharmaceutical industry’s need for disruptive techniques, this study aims to investigate the applicability and effect of ML algorithms on demand forecasting. More specifically, the study identifies machine learning algorithms applicable to demand forecasting and assess the forecasting accuracy of using ML in the pharmaceutical SC.\u0000\u0000\u0000Design/methodology/approach\u0000This research used a single-case explanatory methodology. The exploratory approach examined the study’s objective and the acquisition of information technology impact. In this research, three experimental designs were carried out to test training data partitioning, apply ML algorithms and test different ranges of exclusion factors. The Konstanz Information Miner platform was used in this research.\u0000\u0000\u0000Findings\u0000Based on the analysis, this study could show that the most accurate training data partition was 80%, with random forest and simple tree outperforming other algorithms regarding demand forecasting accuracy. The improvement in demand forecasting accuracy ranged from 10% to 41%.\u0000\u0000\u0000Research limitations/implications\u0000This study provides practical and theoretical insights into the importance of applying disruptive techniques such as ML to improve the resilience of the pharmaceutical supply design in such a disruptive time.\u0000\u0000\u0000Originality/value\u0000The finding of this research contributes to the limited knowledge about ML applications in demand forecasting. This is manifested in the knowledge advancement about the different ML algorithms applicable in demand forecasting and their effectiveness. Besides, the study at hand offers guidance for future research in expanding and analyzing the applicability and effectiveness of ML algorithms in the different sectors of the SC.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47646147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The past, present, and future of first aid and health education: a case study in Hong Kong","authors":"M. Lo, Wai Chung James Ng, Chi Fai Gary Ng, M. Ng","doi":"10.1108/ijphm-10-2021-0100","DOIUrl":"https://doi.org/10.1108/ijphm-10-2021-0100","url":null,"abstract":"\u0000Purpose\u0000The demand for ambulance services in Hong Kong is increasing and first aid plays an important role in saving lives. The government recognized first aid training courses offered by four organizations. This study aims to review and discuss the past, present and future of first aid and health training in Hong Kong.\u0000\u0000\u0000Design/methodology/approach\u0000This study adopted a case study approach to investigate the operations and development of the first aid and health training in one of the largest training providers in Hong Kong. Publicly available secondary data, including annual reports, websites, newspapers and social media, were collected and analysed. Using the thematic analysis procedure, researchers familiarised the data collected, generated initial codes, searched for themes, reviewed themes, defined themes and reported the results.\u0000\u0000\u0000Findings\u0000Through data analysis, researchers identified six themes which help to address the research questions regarding the types of first aid and health training courses, quality issue, awareness of first aid in the community and the future delivery of first aid training.\u0000\u0000\u0000Practical implications\u0000This study provided two implications on both micro and macro levels. At the micro level, training providers can enhance training quality by adopting technology. At the macro level, training providers can continue to advocate and facilitate the integration of first aid into the formal education curriculum. The last section addressed the limitations of this study and provided future research directions.\u0000\u0000\u0000Originality/value\u0000This study provided insights about the development of the first aid and health education and training. Health-care training providers and policymakers could benchmark the findings from this study and develop appropriate measures for promoting health education.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45596318","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact and success of health-care-related social media usage – pre- and post-COVID analysis","authors":"Mallika Srivastava, M. Raina","doi":"10.1108/ijphm-10-2020-0092","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0092","url":null,"abstract":"\u0000Purpose\u0000The overall purpose of this empirically validated research paper is to determine factors that impact the success of using social media channels by consumers for salvaging health-care information by integrating constructs of the information system (IS) success model, e-health service quality and perceived usefulness during pre- and post-COVID settings.\u0000\u0000\u0000Design/methodology/approach\u0000Online survey responses of 243 consumers for study 1 and 184 consumers for study 2 were validated using factor analysis to understand consumers’ attitudes toward social media use. Constructs from existing literature and theories have been extracted to develop the proposed model, which has been empirically validated through statistical tests. A paired-samples t-test was also conducted to compare the customer satisfaction mean of pre- and post-COVID conditions; and word of mouth (WOM) for pre- and post-COVID conditions.\u0000\u0000\u0000Findings\u0000The outcome of this study supports that service quality and information quality conclusively influence customer satisfaction of consumers for health-care information among respondents pre COVID, and service quality, perceived usefulness and information quality conclusively affect customer satisfaction of consumers for health-care information among respondents post COVID. Furthermore, the e-health service quality contributes noteworthy in shaping the consumers’ satisfaction with social media usage for study 2 and information quality for study 1. A paired-samples t-test revealed that the two groups behaved significantly differently for customer satisfaction and WOM in the two groups.\u0000\u0000\u0000Research limitations/implications\u0000At prima facie, this study has a geographical limitation for the sample size. The respondents for the online research were from the urban suburb of Bengaluru, India. The data collection has not focused on any precise social media channel.\u0000\u0000\u0000Practical implications\u0000Identification and comprehension of constructs that influence consumer satisfaction related to social media usage for health-care information can assist health-care managers in developing appropriate strategies for consumers to maximize social media usage. Moreover, this study provides an insight into the consumer’s perception of using social media channels for seeking health-care information.\u0000\u0000\u0000Originality/value\u0000This study recommends an empirically validated model for the success of social media in a consumer setting for the health-care scenario. This research is a unique attempt that inspects social media satisfaction by adapting constructs from existing theories of the IS success model, e-health service quality and perceived usefulness.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2022-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43856209","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}