从业者的观点在药品营销的关键挑战和未来的研究机会

IF 5.1 3区 管理学 Q1 BUSINESS
Carter Morgan, Daniel M. Zane
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引用次数: 4

摘要

本文为市场营销和公共政策研究人员和专业人士提供了一个从从业者的角度来了解药品营销的机会。通过对8位活跃的医药营销经理和医生的采访过程,作者强调了当今医药营销从业者面临的一些最紧迫的挑战。他们确定了三个关键主题:(1)需要克服患者对制药行业根深蒂固的负面看法;(2)需要向患者和医生传达大量复杂的信息;(3)需要摆脱陈旧的促销模式。作者简要总结了从业人员对每个主题的看法,重点介绍了市场营销和公共政策文献的相关发现,并为未来的研究提供了途径,以帮助解决这些挑战。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities
This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.
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来源期刊
CiteScore
10.20
自引率
15.40%
发文量
29
期刊介绍: Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.
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