International Journal of Pharmaceutical and Healthcare Marketing最新文献

{"title":"Attracting a geographically diverse patient base: who is willing to travel for hospital care?","authors":"Michele Thornton, Lindsey Howard, W. Martin","doi":"10.1108/ijphm-02-2021-0017","DOIUrl":"https://doi.org/10.1108/ijphm-02-2021-0017","url":null,"abstract":"\u0000Purpose\u0000Medical tourism, characterized by patients leaving their home community to seek health-care services elsewhere, is on the rise globally. In New York state, approximately 5% of the 35,661,559 hospital visits in 2018 were non-residents. Although some are visiting New York for other reasons, and unintentionally wind up hospitalized – a percentage of this population come to New York intentionally to seek care. Understanding the make-up, needs and patterns of this population allows hospitals to tailor investments in marketing, technological resources and culturally responsive initiatives to prepare for broadening their patient population and remain competitive globally.\u0000\u0000\u0000Design/methodology/approach\u0000Using a rich all-hospital discharge data set, the authors identify patterns in diagnoses, treatment and hospital choice of patients who intentionally travel across borders for health care. The authors model the characteristics associated with “elective” admit patients with a multivariate logistic regression approach.\u0000\u0000\u0000Findings\u0000The authors find that among non-resident patients in New York, domestic travelers, those using insurance plans for payment and women are positively associated with seeking elective inpatient care across border. There are clear patterns of type of treatment that is more likely to be sought, with care for musculoskeletal concerns accounting for more than one-third of all non-resident elective admissions. Proximity also matters, both in terms of patients being more likely to live in a travel zone adjacent to the state, as well as being more likely to seek care from hospitals in counties closest to the borders.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study, using a large set of claims data, that is able to empirically differentiate between patients who travel to NY for the primary purpose of obtaining health care versus those who emergently must access care while traveling for other reasons. This approach can inform future studies seeking to better understand patient migration patterns and strategic educational and marketing initiatives to motivate consumers to cross borders to seek care.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41273546","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":"Influence of word of mouth (WOM) in physician selection by the patients in Bangladesh","authors":"Md. Noor Un Nabi, F. Zohora, Farzana Akther","doi":"10.1108/ijphm-10-2020-0091","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0091","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how word of mouth (WOM) from the patients influences the building of trust in the physician.\u0000\u0000\u0000Design/methodology/approach\u0000Based on the review and synthesis of the previous relevant literature, 03 constructs of WOM and their 19 items were derived. The items were confirmed as well as their reliability and validity were measured through confirmatory factor analysis. The structural relationship between WOM factors and trust in physicians was analyzed with data from 330 personal interviews in Bangladesh. Structural equation modeling (SEM) was performed with the application of AMOS.\u0000\u0000\u0000Findings\u0000This study demonstrates that the trustworthiness of the source, information about medical care facilities and expertise and information about service experience have a significant direct effect on the level of trust in the physicians. This study delivers an understanding of how individualized social and informal communication, WOM, plays a role in the aspects of health-care-related decisions in developing countries.\u0000\u0000\u0000Research limitations/implications\u0000Findings of this study shed light on the importance of health-care-related communication strategy development and management, which is yet to be emphasized in research and practice in the developing countries contexts. Based on the findings of this study health-care service providers and key touchpoints in health-care delivery and management can develop client's experience-focused service marketing strategies and practices.\u0000\u0000\u0000Originality/value\u0000The level of trust in physicians regulates the choice of physician decision and the magnitude of service satisfaction and patients' good feeling issues. In health-care service marketing, research is an under-explored area, while the gap is more when developing countries' contexts are concerned. As a customized model and primary data-based study, this paper contributes to addressing the gap mentioned in the previous statement. The sample size could not be extended as no institutional funding was available for this study.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48762698","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":"Beyond QALYs and DALYs: factoring in the well-being effects of dietary supplementation with omega-3 fatty acids in dry eye syndrome","authors":"Roger Lee Mendoza, PhD","doi":"10.1108/ijphm-11-2020-0102","DOIUrl":"https://doi.org/10.1108/ijphm-11-2020-0102","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the use and relevance of WALYs (well-being-adjusted life years) in light of the utilitarian premises of neoclassical economics that continue to dominate health outcomes evaluation. QALYs (quality-adjusted life years) and DALYs (disability-adjusted life years) measure longevity and quality of life in terms of purely health-related aspects and outcomes of medical interventions. However, evaluative questions of subjective well-being may be equally important in comparing outcomes and cost-effectiveness of these interventions.\u0000\u0000\u0000Design/methodology/approach\u0000A two-phase online search strategy for refereed research on dry eye treatment with omega-3 fatty acids (omega-3s) was adopted. Phase I aimed to identify and contrast clinical parameters of efficacy in omega-3 dietary supplementation. Phase II aimed to find a preference-based, multi-attribute utility instrument specific and sensitive enough to dry eye and its consequences on patients’ subjective well-being. We then illustrate how WALYs can be conceptualized and calculated based on the search results.\u0000\u0000\u0000Findings\u0000Empiric therapies like omega-3s can be assessed in terms of reducing or relieving symptomatic discomfort and pain, and enabling the patient to enjoy life and derive satisfaction from daily activities. We find in VisQoL (Vision and Quality of Life Index) a viable alternative to conventional multi-attribute utility instruments, including those typically used in QALY and DALY calculations. Clinical efficacy indices of dry eye can be linked to VisQoL’s quality of life dimensions. Differently weighted outcomes can be aggregated. And WALYs per patient per year can be computed by scaling aggregated outcomes to match the WALY rating scale. The implications of subjective well-being for both patient and society can thus be approached from a broader and richer perspective.\u0000\u0000\u0000Originality/value\u0000To the best of our knowledge, this is the first study of its kind in pharmaceutical outcomes valuation and marketing. It offers a framework for analyzing life satisfaction and well-being among dry eye patients under treatment. It is also the first to use and adapt a multi-attribute utility measure to treatment outcomes of omega-3s in ocular diseases, from which this study suggests WALYs may be computed. However, it does not suggest that WALYs should supplant QALYs and DALYs in evaluating health outcomes. Medical economics is enriched if alternative methods of outcomes evaluations can help fill in the gaps in existing paradigms and do so by accounting for other effects of condition-specific interventions. Costs and benefits of interventions to the individual and society can then be valued not just more effectively, but also more equitably.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43771557","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":"Attitude towards pharmaceutical promotional tools and its influence on physicians’ prescribing behaviour in Sudan","authors":"May Alowi Eldrwish, O. Aigbogun, Yusuf Kani, M. Sambasivan","doi":"10.1108/ijphm-03-2021-0036","DOIUrl":"https://doi.org/10.1108/ijphm-03-2021-0036","url":null,"abstract":"\u0000Purpose\u0000Due to the proliferation of generic medicines, pharmaceutical marketing has become increasingly competitive, and marketing executives are now focusing their attention on understanding the prescribing behaviour of physicians to enable them to devise marketing strategies that would put them at a superior business position relative to their competitors. Previous studies carried out either lack a sound theoretical foundation, or report contrasting results, making generalizations sketchy. Thus, a better understanding of attitude-prescribing axiom is needed. Underpinned by the theory of reasoned action (TRA), this study aims to empirically examine the factors that predict the prescribing behaviour of physicians.\u0000\u0000\u0000Design/methodology/approach\u0000A conceptual model was developed and tested on a sample of 355 respondents drawn from 76 private and 50 public hospitals in Sudan. The data set from the questionnaire survey included both general practitioners (N = 200) and specialists (N = 155). Primary data gathered were analysed using partial least squares structural equation modelling (PLS-SEM).\u0000\u0000\u0000Findings\u0000The findings reveal that the prescribing behaviour of physicians is positively influenced by the physician’s attitude towards direct marketing, personal selling, educational travel and public relations, but negatively influenced by gifts. Besides, the moderating effect of subjective norms showed no significant influence on the relationship between attitude and prescribing behaviour. However, gender seems to moderate the attitude towards health sector-related charity on prescribing behaviour and the attitude towards scientific conferences on prescribing behaviour.\u0000\u0000\u0000Research limitations/implications\u0000The findings gathered from this study offers a significant contribution to the ongoing debate on the essential factors that influence the prescribing behaviour of physicians in the hospital setting.\u0000\u0000\u0000Originality/value\u0000By examining the essential factors that predict physicians’ prescribing behaviour, pharmaceutical companies can improve their understanding of physicians’ attitudes towards the pharmaceutical promotional tools. This is an aspect that is ill reflected in the literature.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45495949","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":"Online health information-seeking behaviour: an empirical study of managerial-level employees in Sri Lanka","authors":"Nilani Priyanka Gunasekara, Warnakulasuriya Mahesh Niroshan Fernando, E. Karunarathne","doi":"10.1108/ijphm-03-2021-0037","DOIUrl":"https://doi.org/10.1108/ijphm-03-2021-0037","url":null,"abstract":"\u0000Purpose\u0000Over the past few years, the internet has expanded rapidly, and it has been considered a systematic way that consumers use to retrieve health-related information. However, the existing literature does not provide an articulated view of online health information-seeking behaviour through an in-depth understanding of users’ searching-related behaviour. The objectives of this study are to identify the factors affecting consumers’ health-related internet use and recognise the relationships between those specified and health-related internet use. Finally, the recommendations are made based on the findings.\u0000\u0000\u0000Design/methodology/approach\u0000An amalgamated model of technology acceptance model and health belief model was used to hypothesise health-related internet use behaviour, which is then tested using a cross-sectional survey of 287 Sri Lankan managerial-level employees. The covariance-based structural equation modelling with AMOS was used to check the study hypotheses.\u0000\u0000\u0000Findings\u0000Findings of this study depict five factors contributing to consumers’ health-related internet use as follows: perceived health risk towards chronic diseases consisting of perceived susceptibility and perceived severity; health consciousness; perceived usefulness of the internet; perceived ease of internet use; and attitude towards health-related internet use. As theorised, the internet’s perceived usefulness was positively and significantly related to consumers’ use of health-related internet and attitude towards health-related internet use. But as hypothesised, perceived ease of internet use did not directly affect consumers’ use of health-related internet. Further, findings reveal that health-related internet use is estimated by perceived health risk than health consciousness.\u0000\u0000\u0000Originality/value\u0000Findings reveal that Sri Lankan managerial-level employees have a reactive health behaviour driven by the perceived health risk and the desire to seek online health information.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44326143","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":"Exploring home health-care robots adoption in Malaysia: extending the UTAUT model","authors":"Shih Yee Yeoh, Phaik Nie Chin","doi":"10.1108/ijphm-11-2020-0099","DOIUrl":"https://doi.org/10.1108/ijphm-11-2020-0099","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the possible factors affecting Malaysians’ intention to adopt new technology such as home health-care robots (HHRs) based on the extended unified theory of acceptance and use of technology (UTAUT) model. The variable price, awareness and alternative attractiveness were added since HHRs is a new technology in Malaysia.\u0000\u0000\u0000Design/methodology/approach\u0000This study collected the self-administered questionnaire from 316 respondents who are currently taking care of elderly or disabled people at home. The UTAUT variables, price and awareness were the predictors, and the intention to adopt HHRs was the independent variable, with alternative attractiveness as the moderator. The partial least squares structural equation modeling was used for analysis of the measurement model and the structural model of this study.\u0000\u0000\u0000Findings\u0000The results show that performance expectancy, social influence, facilitating conditions, price and awareness significantly and positively affect Malaysians’ intention to adopt HHRs. Alternative attractiveness moderates the relationship between price and intention to adopt HHRs.\u0000\u0000\u0000Research limitations/implications\u0000The findings provide insights to marketers, managers and policymakers in identifying the right strategies to promote HHRs and thus, solving the problem of scarcity in caretakers for elderly and disabled people.\u0000\u0000\u0000Originality/value\u0000This study adds value to the current literature by integrating price and awareness constructs with the UTAUT model. This study also examines the moderating effect of alternative attractiveness on the intention to adopt HHRs, which is still limited but significant for developing nations.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43191021","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 use of supply chain control tower in pharmaceutical industry to create a competitive advantage","authors":"Abdel-Aziz Ahmad Sharabati, Sharief Ahmad Al-Atrash, I. Dalbah","doi":"10.1108/ijphm-08-2020-0064","DOIUrl":"https://doi.org/10.1108/ijphm-08-2020-0064","url":null,"abstract":"\u0000Purpose\u0000Supply chain control tower (SCCT) has emerged as a new tool for SC management. Therefore, this study aims to investigate the impact of SCCT on the competitive advantage of the Jordanian Pharmaceutical Manufacturing (JPM) Organizations.\u0000\u0000\u0000Design/methodology/approach\u0000To actualize this study, the data are collected from 132 managers working at JPM Organizations by questionnaire. After confirming the normality, validity and reliability of the tool, descriptive analysis carried out, and the correlation between variables checked. Finally, the impact tested by multiple regressions.\u0000\u0000\u0000Findings\u0000The results show that the JPM organizations implement both SCCT elements and competitive advantage dimensions. Results show that there is a strong correlation among SCCT elements, among competitive advantage dimensions and between SCCT and competitive advantage. Finally, results indicate that SCCT has a significant positive effect on the total competitive advantage. SCCT affects quality, cost, reliability and responsiveness respectively; however, it does not have a significant effect on innovation.\u0000\u0000\u0000Research limitations/implications\u0000The current study conducted on JPM Organizations. Therefore, to check results generalizability, it is recommended to conduct such research on other industries and countries.\u0000\u0000\u0000Practical implications\u0000Managers should apply SCCT, because it provides real-time information, which is visible to all partners. Therefore, SCCT has to be included within organizations’ vision, mission, strategies and implemented in daily practices.\u0000\u0000\u0000Social implications\u0000SCCT helps to improve quality and reduce cost, which enhances the quality of life and society welfare.\u0000\u0000\u0000Originality/value\u0000This study may be considered as one of the few studies that tackle the issue of SCCT in pharmaceutical industry.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46022510","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 role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements","authors":"Hani Al-Dmour, Sheeraz Al-Qawasmi, R. Al-Dmour, Eatedal Basheer Amin","doi":"10.1108/ijphm-08-2020-0066","DOIUrl":"https://doi.org/10.1108/ijphm-08-2020-0066","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context.\u0000\u0000\u0000Design/methodology/approach\u0000The data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan.\u0000\u0000\u0000Findings\u0000The findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant.\u0000\u0000\u0000Originality/value\u0000This paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46559033","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":"Effect of relationship marketing on hospital loyalty: the mediating role of patient satisfaction","authors":"Y. Yildirim, Mustafa Amarat, Mahmut Akbolat","doi":"10.1108/ijphm-01-2021-0010","DOIUrl":"https://doi.org/10.1108/ijphm-01-2021-0010","url":null,"abstract":"\u0000Purpose\u0000This study aims to reveal the mediating role of patient satisfaction on the impact of relationship marketing on hospital loyalty.\u0000\u0000\u0000Design/methodology/approach\u0000The scale questionnaires used in the study was the Relationship Marketing, Hospital Loyalty and the Patient Satisfaction Scale. The population of the study is made up of the patients who received in-hospital services in private hospitals operating in Kocaeli province. The field study was conducted between August 1 and October 31, 2019. After determining the sample size, the study was conducted on 401 patients in private hospitals primarily using the purposive sampling method. Descriptive statistics, correlation analysis and statistical package for the social sciences Process Macro were used to analyze the data.\u0000\u0000\u0000Findings\u0000According to the findings of this study, patient satisfaction has an effect on hospital loyalty. Relationship marketing has an impact on hospital loyalty, and this effect is further enhanced by patient satisfaction. In other words, patient satisfaction has a mediating role in the impact of relationship marketing on hospital loyalty. Relationship marketing plays an important role in creating hospital loyalty and patient satisfaction. For this reason, it is recommended that health institutions adopt relationship marketing practices. Hospital loyalty and patient satisfaction will be ensured through relationship marketing. This will allow the health-care institution to continue to exist and to be more advantageous than other institutions.\u0000\u0000\u0000Originality/value\u0000The uniqueness of the paper lies not only in the only regression findings but also in the methodology used to capture the impact of the lagged effect of marketing relationships on hospital loyalty. Specifically, a regression model is based on both direct and indirect effects.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46371303","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":"Problematic product management: the case of flibanserin to address women’s hypoactive sexual desire disorder","authors":"Enav Friedmann","doi":"10.1108/ijphm-01-2021-0014","DOIUrl":"https://doi.org/10.1108/ijphm-01-2021-0014","url":null,"abstract":"\u0000Purpose\u0000A Viagra-inspired drug, flibanserin, was marketed to treat women’s hypoactive sexual desire disorder (HSDD). This paper aims to explore the value orientation of flibanserin as a treatment for female’s HSDD among different consumer segments.\u0000\u0000\u0000Design/methodology/approach\u0000Two surveys were run in the UK (Study 1, n = 223) and Israel (Study 2, n = 233), in which partnered heterosexual adults evaluated the value of the drug before and after being exposed to information on its side effects. Then, using content analysis of 36 online reviews among women who had tried the drug, the reported effectiveness and side effects were explored.\u0000\u0000\u0000Findings\u0000HSDD prevalence in both studies was about 50% (Study 1) and 66% (Study 2) (no gender differences in evaluations). All segments gave the drug less than neutral or negative value orientation ratings. Women did not relate low sexual desire to low levels of sexual thoughts that would increase flibanserin’s value orientation; however, men did. Information about flibanserin and its side effects decreased its value orientation for women, especially those with HSDD. The content analysis of user’s reviews showed most women reported side effects, said it was not effective and gave it a poor rating.\u0000\u0000\u0000Research limitations/implications\u0000The results reveal the strategic problems in the marketing of the drug, both in its value orientation before and especially after exposure to information.\u0000\u0000\u0000Originality/value\u0000This research points to the necessity of evaluating the value orientation of flibanserin before marketing and satisfying the core expectations from the product (effectiveness and limited aversive side effects) among women with HSDD.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2022-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49194795","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}