Pub Date : 2023-06-26DOI: 10.1108/ijphm-11-2022-0100
S. Knowles, Beyza Klein
Purpose To better understand the reality of living with the diseases and conditions that its drugs and therapies are developed to treat, the Novartis leadership determined a need for more meaningful insights into patients’ lives. They sought to develop a systematic, creative methodology – informed by the psychology of insightful rather than analytical thinking – to properly integrate and deploy the research commissioned into its day-to-day business decision-making. For it is well established that better understanding of the patient reality drives both compliance and adherence “beyond the pill”. The purpose of this paper is to bring the novel methodology of creativity to a wider audience and ensure that many others – notably in patient advocacy organizations – can benefit from this approach. Design/methodology/approach A core team of Insight and Analytics and Patient Engagement leads from various therapeutic area teams worked in partnership with a psychologist and practitioner in the field of insightful thinking, to develop an effective methodology that could reliably surface and articulate genuine patient insights. This methodology – the i4i Insights Discovery™ process – was developed, piloted, refined and codified in 2020 and implemented across the company in 2021–2022. It uses a combination of convergent and divergent thinking techniques – human rather than artificial intelligence, combining diverse research outputs – to understand patients’ lives better. With enhanced understanding, the insights then shape educational and behavioral strategies to drive adherence and compliance. Findings At a time of tightening budgets and demands to deliver enhanced impact from research budgets, i4i Insights Discovery™ has enabled Novartis teams to turn existing research outputs into profound and useful understandings of what it means to live with specific diseases and develop evidence-based patient engagement strategies; insight-driven decision-making around the lifecycle of any compound. i4i Insights Discovery™ has been applied across Novartis’s diverse areas of expertise, from heart disease to cancer, from organ transplantation to dermatology, from food allergy to ophthalmology. Practical implications The i4i Insights Discovery™ process enables Novartis teams to gain deeper understanding of patients’ lives without the need to commission additional research; to do more with less. These insights enable cross-functional Novartis teams to develop better-informed strategies that better address the needs of patients and their care partners, of health-care professionals and health-care systems. The team creating the process is looking to make the i4i Insights Discovery™ approach a gold standard of insight discovery, both for pharma and health care and in other categories, too. Originality/value The i4i Insights Discovery™ process is a practical, novel application of well-established principles in the psychology of insightful thinking to address a clear bu
{"title":"How Novartis deploys a new model of creativity to understand patients better","authors":"S. Knowles, Beyza Klein","doi":"10.1108/ijphm-11-2022-0100","DOIUrl":"https://doi.org/10.1108/ijphm-11-2022-0100","url":null,"abstract":"\u0000Purpose\u0000To better understand the reality of living with the diseases and conditions that its drugs and therapies are developed to treat, the Novartis leadership determined a need for more meaningful insights into patients’ lives. They sought to develop a systematic, creative methodology – informed by the psychology of insightful rather than analytical thinking – to properly integrate and deploy the research commissioned into its day-to-day business decision-making. For it is well established that better understanding of the patient reality drives both compliance and adherence “beyond the pill”. The purpose of this paper is to bring the novel methodology of creativity to a wider audience and ensure that many others – notably in patient advocacy organizations – can benefit from this approach.\u0000\u0000\u0000Design/methodology/approach\u0000A core team of Insight and Analytics and Patient Engagement leads from various therapeutic area teams worked in partnership with a psychologist and practitioner in the field of insightful thinking, to develop an effective methodology that could reliably surface and articulate genuine patient insights. This methodology – the i4i Insights Discovery™ process – was developed, piloted, refined and codified in 2020 and implemented across the company in 2021–2022. It uses a combination of convergent and divergent thinking techniques – human rather than artificial intelligence, combining diverse research outputs – to understand patients’ lives better. With enhanced understanding, the insights then shape educational and behavioral strategies to drive adherence and compliance.\u0000\u0000\u0000Findings\u0000At a time of tightening budgets and demands to deliver enhanced impact from research budgets, i4i Insights Discovery™ has enabled Novartis teams to turn existing research outputs into profound and useful understandings of what it means to live with specific diseases and develop evidence-based patient engagement strategies; insight-driven decision-making around the lifecycle of any compound. i4i Insights Discovery™ has been applied across Novartis’s diverse areas of expertise, from heart disease to cancer, from organ transplantation to dermatology, from food allergy to ophthalmology.\u0000\u0000\u0000Practical implications\u0000The i4i Insights Discovery™ process enables Novartis teams to gain deeper understanding of patients’ lives without the need to commission additional research; to do more with less. These insights enable cross-functional Novartis teams to develop better-informed strategies that better address the needs of patients and their care partners, of health-care professionals and health-care systems. The team creating the process is looking to make the i4i Insights Discovery™ approach a gold standard of insight discovery, both for pharma and health care and in other categories, too.\u0000\u0000\u0000Originality/value\u0000The i4i Insights Discovery™ process is a practical, novel application of well-established principles in the psychology of insightful thinking to address a clear bu","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46369791","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}
Pub Date : 2023-06-15DOI: 10.1108/ijphm-01-2023-0006
Wenqing Zhao, Yan Jin, Elise Karinshak
Purpose This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on young adults’ cognitive and behavioral responses to dietary supplement advertising. Design/methodology/approach A 2 (risk disclosure: absence vs presence) × 2 (call to action: absence vs presence) between-subjects online experiment was conducted with 124 college-attending young adults. Findings Including risk disclosure in probiotic supplement advertising increased young adults’ perceived message credibility, intentions to ask a medical doctor and sense of confidence in decision-making. The addition of call to action in probiotic supplement advertising improved perceived message credibility, trust in advertised brand, favorable attitude toward brand, intention to ask a medical doctor and purchase intention; however, a significant joint effect was not found between risk disclosure and call to action. Originality/value Although risk disclosure and call to action are significant techniques in pharmaceutical and health-care marketing, they have been overlooked by both research and practice of dietary supplement marketing. This study closes this gap by providing empirical evidence to generate a clear idea about the benefits of including risk disclosure and call to action in dietary supplement advertising.
{"title":"Building trust and empowering informed decisions: effects of risk disclosure and call to action on young adults’ responses to dietary supplement advertising","authors":"Wenqing Zhao, Yan Jin, Elise Karinshak","doi":"10.1108/ijphm-01-2023-0006","DOIUrl":"https://doi.org/10.1108/ijphm-01-2023-0006","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on young adults’ cognitive and behavioral responses to dietary supplement advertising.\u0000\u0000\u0000Design/methodology/approach\u0000A 2 (risk disclosure: absence vs presence) × 2 (call to action: absence vs presence) between-subjects online experiment was conducted with 124 college-attending young adults.\u0000\u0000\u0000Findings\u0000Including risk disclosure in probiotic supplement advertising increased young adults’ perceived message credibility, intentions to ask a medical doctor and sense of confidence in decision-making. The addition of call to action in probiotic supplement advertising improved perceived message credibility, trust in advertised brand, favorable attitude toward brand, intention to ask a medical doctor and purchase intention; however, a significant joint effect was not found between risk disclosure and call to action.\u0000\u0000\u0000Originality/value\u0000Although risk disclosure and call to action are significant techniques in pharmaceutical and health-care marketing, they have been overlooked by both research and practice of dietary supplement marketing. This study closes this gap by providing empirical evidence to generate a clear idea about the benefits of including risk disclosure and call to action in dietary supplement advertising.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48665881","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}
Pub Date : 2023-06-15DOI: 10.1108/ijphm-05-2022-0043
G. Kulkarni, Suraj Agrahari, Sankar Sen
Purpose Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour. Design/methodology/approach This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses. Findings Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time. Research limitations/implications Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands. Practical implications This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand. Originality/value To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.
{"title":"Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior","authors":"G. Kulkarni, Suraj Agrahari, Sankar Sen","doi":"10.1108/ijphm-05-2022-0043","DOIUrl":"https://doi.org/10.1108/ijphm-05-2022-0043","url":null,"abstract":"\u0000Purpose\u0000Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour.\u0000\u0000\u0000Design/methodology/approach\u0000This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses.\u0000\u0000\u0000Findings\u0000Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time.\u0000\u0000\u0000Research limitations/implications\u0000Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands.\u0000\u0000\u0000Practical implications\u0000This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42042769","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}
Pub Date : 2023-06-13DOI: 10.1108/ijphm-07-2021-0072
Md. Noor Un Nabi, S. Khan, S. M. Misbauddin, K. Fatema
Purpose There is evidence of Bangladeshi citizens travelling to India to receive medical treatments, known as medical tourism. This study aims to explore the perceived justice dimensions of Bangladeshi patients towards domestic health care and the effects of these dimensions on their intention for outbound tourism to India. Design/methodology/approach Data from 307 Bangladeshi medical tourists were collected to test the proposed model. The data has been interpreted through the proposed model with covariance-based structural equation modelling in AMOS. To produce the results, the measurement model and structural model were examined. Findings The analysis confirmed the significant impact of procedural, informational and interpersonal justice dimensions on patients’ health-care experiences. However, the effect of distributive justice on patient experience has been found insignificant. The study also revealed a significant negative impact of patient satisfaction on outbound medical tourism intention. Thus, it raises concerns for the local medical service providers about improving patient satisfaction. Practical implications The findings of this paper can be applicable for health-care practitioners and policymakers in emerging countries to improve the bottlenecks of the health-care system for increasing patients’ service experiences and reducing the intention of patients for outbound medical tourism. Originality/value The research on perceived justice theory regarding the intention of medical tourism is limited. This research is one of the few studies to combine perceived justice theory with trust and medical tourism decision-making. Using the lens of perceived justice, this research argues that the decrease in perceived justice negatively affects the patients’ service experience, trust and loyalty to the service provider.
{"title":"Why is India a popular destination for Bangladeshi medical tourists? A study based on perceived justice by Bangladeshi patients","authors":"Md. Noor Un Nabi, S. Khan, S. M. Misbauddin, K. Fatema","doi":"10.1108/ijphm-07-2021-0072","DOIUrl":"https://doi.org/10.1108/ijphm-07-2021-0072","url":null,"abstract":"\u0000Purpose\u0000There is evidence of Bangladeshi citizens travelling to India to receive medical treatments, known as medical tourism. This study aims to explore the perceived justice dimensions of Bangladeshi patients towards domestic health care and the effects of these dimensions on their intention for outbound tourism to India.\u0000\u0000\u0000Design/methodology/approach\u0000Data from 307 Bangladeshi medical tourists were collected to test the proposed model. The data has been interpreted through the proposed model with covariance-based structural equation modelling in AMOS. To produce the results, the measurement model and structural model were examined.\u0000\u0000\u0000Findings\u0000The analysis confirmed the significant impact of procedural, informational and interpersonal justice dimensions on patients’ health-care experiences. However, the effect of distributive justice on patient experience has been found insignificant. The study also revealed a significant negative impact of patient satisfaction on outbound medical tourism intention. Thus, it raises concerns for the local medical service providers about improving patient satisfaction.\u0000\u0000\u0000Practical implications\u0000The findings of this paper can be applicable for health-care practitioners and policymakers in emerging countries to improve the bottlenecks of the health-care system for increasing patients’ service experiences and reducing the intention of patients for outbound medical tourism.\u0000\u0000\u0000Originality/value\u0000The research on perceived justice theory regarding the intention of medical tourism is limited. This research is one of the few studies to combine perceived justice theory with trust and medical tourism decision-making. Using the lens of perceived justice, this research argues that the decrease in perceived justice negatively affects the patients’ service experience, trust and loyalty to the service provider.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45059231","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}
Pub Date : 2023-06-06DOI: 10.1108/ijphm-03-2022-0022
Davood Ghorbanzadeh
Purpose This study aims to explain the factors associated with receiving a specific brand of COVID-19 vaccine within the framework of the theory of reasoned action (TRA). This study extends the TRA with the country-of-origin image (COI), brand image and electronic word of mouth variables. Design/methodology/approach This study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling technique tests the proposed hypotheses. Findings The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, word of mouth, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine. Originality/value The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy for this product category and assessing its demand in various markets.
{"title":"Factors affecting the intention to receive the Sinofarm vaccine","authors":"Davood Ghorbanzadeh","doi":"10.1108/ijphm-03-2022-0022","DOIUrl":"https://doi.org/10.1108/ijphm-03-2022-0022","url":null,"abstract":"\u0000Purpose\u0000This study aims to explain the factors associated with receiving a specific brand of COVID-19 vaccine within the framework of the theory of reasoned action (TRA). This study extends the TRA with the country-of-origin image (COI), brand image and electronic word of mouth variables.\u0000\u0000\u0000Design/methodology/approach\u0000This study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling technique tests the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, word of mouth, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.\u0000\u0000\u0000Originality/value\u0000The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy for this product category and assessing its demand in various markets.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47297673","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}
Pub Date : 2023-03-07DOI: 10.1108/ijphm-08-2021-0088
Jorge Vera-Martínez
Purpose Up until now, some internet shopper profiles based on certain findings have been generally accepted. It is widely believed that internet shoppers tend to be more innovative, less averse to risk, more variety-seeking, more information-seeking, more impulsive and more interested in pursuing convenience. This paper aims to discuss some of these assumed characteristics by contrasting and comparing customers of three different types of pharmacies. Design/methodology/approach Three exploratory-descriptive design studies are conducted to profile customers from three different types of pharmacies in Mexico. Data from three samples are assessed, including 198 customers of physical drugstores without an e-channel, 150 customers of physical pharmacies with an e-channel and 271 customers of online pharmacies. Findings Shoppers from physical pharmacies purchase more food and drinks than actual medicine. Shoppers from physical pharmacies with e-channels tend to use the internet to acquire information about pharmaceutical products but do not make purchases online; they prefer to obtain products immediately from a physical drugstore instead of waiting for delivery from an e-channel. Contrasting with the two former customer types, shoppers who use e-pharmacies are specific in the numbers and types of products they purchase, medicines being the main priority. Originality/value The three types of customers and their preferred shopping platforms may show important profile differences. Despite the evidence in previous literature, shoppers at physical pharmacies are not necessarily non-convenience oriented (time and effort), noninformation analyzing, non-price conscious or less positive in their attitude about shopping; instead, they may simply be averse to technology.
{"title":"From purely physical to purely online pharmacies: exploring different shopper profiles and discussing some widespread beliefs","authors":"Jorge Vera-Martínez","doi":"10.1108/ijphm-08-2021-0088","DOIUrl":"https://doi.org/10.1108/ijphm-08-2021-0088","url":null,"abstract":"\u0000Purpose\u0000Up until now, some internet shopper profiles based on certain findings have been generally accepted. It is widely believed that internet shoppers tend to be more innovative, less averse to risk, more variety-seeking, more information-seeking, more impulsive and more interested in pursuing convenience. This paper aims to discuss some of these assumed characteristics by contrasting and comparing customers of three different types of pharmacies.\u0000\u0000\u0000Design/methodology/approach\u0000Three exploratory-descriptive design studies are conducted to profile customers from three different types of pharmacies in Mexico. Data from three samples are assessed, including 198 customers of physical drugstores without an e-channel, 150 customers of physical pharmacies with an e-channel and 271 customers of online pharmacies.\u0000\u0000\u0000Findings\u0000Shoppers from physical pharmacies purchase more food and drinks than actual medicine. Shoppers from physical pharmacies with e-channels tend to use the internet to acquire information about pharmaceutical products but do not make purchases online; they prefer to obtain products immediately from a physical drugstore instead of waiting for delivery from an e-channel. Contrasting with the two former customer types, shoppers who use e-pharmacies are specific in the numbers and types of products they purchase, medicines being the main priority.\u0000\u0000\u0000Originality/value\u0000The three types of customers and their preferred shopping platforms may show important profile differences. Despite the evidence in previous literature, shoppers at physical pharmacies are not necessarily non-convenience oriented (time and effort), noninformation analyzing, non-price conscious or less positive in their attitude about shopping; instead, they may simply be averse to technology.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44394979","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}
Pub Date : 2023-03-02DOI: 10.1108/ijphm-12-2021-0118
Bharat Taneja, Kumkum Bharti
Purpose During COVID-19, this study aims to evaluate the crisis communication strategies (CCS) of Fortune 500 medical device businesses. These companies’ CCS adoption is evaluated using data from the microblogging site Twitter. Design/methodology/approach A total of 11,569 tweets were collected over the course of a year, from 31 December 2019 to 31 December 2020, and analysed using COVID-19’s pre-crisis, crisis and new normal stages. The data acquired from Twitter is assessed using latent Dirichlet allocation-based topic modelling, valence aware dictionary for sentiment reasoning sentiment analysis and emotion recognition analysis and then further examined using fuzzy set qualitative comparative analysis to build a configurational model. The findings were compared to Cheng’s (2018, 2020) integrated strategy toolkit for organisational CCS, which included 28 strategies. Findings With positive sentiments across stages, companies chose “information providing”, “monitoring” and “good intentions” as the CCS. In the crisis and new normal stages of COVID, the emotion of “depression” was observed. Research limitations/implications Researchers would be able to assess the CCS used through visual aids in the future by conducting a cross-industry examination using image analytics. Furthermore, by prolonging the study’s duration, long-term changes in the CCS can be investigated. Practical implications Companies should send real-time information to their stakeholders via social media during a pandemic, conveying good intentions and positive sentiments while remaining neutral. Originality/value To the best of the authors’ knowledge, this is one of the first studies to investigate the CCS patterns used by medical device businesses to communicate via social media during a pandemic.
{"title":"Medical device companies crisis communication response to stakeholders during COVID-19: pre-crisis stage to new normal","authors":"Bharat Taneja, Kumkum Bharti","doi":"10.1108/ijphm-12-2021-0118","DOIUrl":"https://doi.org/10.1108/ijphm-12-2021-0118","url":null,"abstract":"\u0000Purpose\u0000During COVID-19, this study aims to evaluate the crisis communication strategies (CCS) of Fortune 500 medical device businesses. These companies’ CCS adoption is evaluated using data from the microblogging site Twitter.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 11,569 tweets were collected over the course of a year, from 31 December 2019 to 31 December 2020, and analysed using COVID-19’s pre-crisis, crisis and new normal stages. The data acquired from Twitter is assessed using latent Dirichlet allocation-based topic modelling, valence aware dictionary for sentiment reasoning sentiment analysis and emotion recognition analysis and then further examined using fuzzy set qualitative comparative analysis to build a configurational model. The findings were compared to Cheng’s (2018, 2020) integrated strategy toolkit for organisational CCS, which included 28 strategies.\u0000\u0000\u0000Findings\u0000With positive sentiments across stages, companies chose “information providing”, “monitoring” and “good intentions” as the CCS. In the crisis and new normal stages of COVID, the emotion of “depression” was observed.\u0000\u0000\u0000Research limitations/implications\u0000Researchers would be able to assess the CCS used through visual aids in the future by conducting a cross-industry examination using image analytics. Furthermore, by prolonging the study’s duration, long-term changes in the CCS can be investigated.\u0000\u0000\u0000Practical implications\u0000Companies should send real-time information to their stakeholders via social media during a pandemic, conveying good intentions and positive sentiments while remaining neutral.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is one of the first studies to investigate the CCS patterns used by medical device businesses to communicate via social media during a pandemic.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41337906","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}
Pub Date : 2023-03-02DOI: 10.1108/ijphm-10-2020-0094
Chen-Ying Lee
Purpose Wearable technology and mobile commerce have significant applications for both enterprises and customers, but few studies explore purchase behavior regarding wearable technology combined mobile device with the spillover-effect health insurance. The purpose of this study is to investigate customers’ purchase behavior on the spillover-effect insurance products, provide health insurers input for their marketing strategies and enhance policy sales volumes. Design/methodology/approach This study assessed consumers’ purchase behavior regarding spillover-effect health insurance in Taiwan, using the purposive sampling method to collect questionnaire survey of 233 respondents. The data are using analysis of variance, multiple regression and hierarchical regression to analyze and test the hypotheses. Findings The results indicated that all extended technology acceptance model (TAM) variables significantly and positively affected consumer’s attitude toward using spillover-effect health insurance. In addition, consumers’ subjective norms and usage attitudes positively affect their intention to purchase spillover-effect insurance products. However, hierarchical regression analysis result that trust has no moderating effect between usage attitudes and purchase intentions. Originality/value This study examines the understanding of customers’ attitude toward using and intention to purchase spillover-effect in health insurance, by integrating the extended TAM theory. The results have practical implications for customers’ intention to purchase spillover-effect health insurance, and provides innovative services to reduce losses in the health insurance, improves customer health management and contributes to fulfilling the need for marketing evidence in an emerging market of insurance.
{"title":"An investigation of purchase behavior on spillover-effect health insurance: using an extended TAM","authors":"Chen-Ying Lee","doi":"10.1108/ijphm-10-2020-0094","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0094","url":null,"abstract":"\u0000Purpose\u0000Wearable technology and mobile commerce have significant applications for both enterprises and customers, but few studies explore purchase behavior regarding wearable technology combined mobile device with the spillover-effect health insurance. The purpose of this study is to investigate customers’ purchase behavior on the spillover-effect insurance products, provide health insurers input for their marketing strategies and enhance policy sales volumes.\u0000\u0000\u0000Design/methodology/approach\u0000This study assessed consumers’ purchase behavior regarding spillover-effect health insurance in Taiwan, using the purposive sampling method to collect questionnaire survey of 233 respondents. The data are using analysis of variance, multiple regression and hierarchical regression to analyze and test the hypotheses.\u0000\u0000\u0000Findings\u0000The results indicated that all extended technology acceptance model (TAM) variables significantly and positively affected consumer’s attitude toward using spillover-effect health insurance. In addition, consumers’ subjective norms and usage attitudes positively affect their intention to purchase spillover-effect insurance products. However, hierarchical regression analysis result that trust has no moderating effect between usage attitudes and purchase intentions.\u0000\u0000\u0000Originality/value\u0000This study examines the understanding of customers’ attitude toward using and intention to purchase spillover-effect in health insurance, by integrating the extended TAM theory. The results have practical implications for customers’ intention to purchase spillover-effect health insurance, and provides innovative services to reduce losses in the health insurance, improves customer health management and contributes to fulfilling the need for marketing evidence in an emerging market of insurance.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43100988","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}
Pub Date : 2023-02-28DOI: 10.1108/ijphm-02-2022-0016
Sung-Yeon Park, Gi Woong Yun, D. Cook, Max J Coppes
Purpose With 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. Design/methodology/approach A cross-sectional survey was conducted with 128 health-care consumers in a western state in the USA. Findings Factor 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. Originality/value This 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.
{"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":null,"pages":null},"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}
Pub Date : 2023-02-27DOI: 10.1108/ijphm-05-2021-0050
V. C. Bica, Vera Lúcia Milani Martins, Mauricio Raymundo Belleza, F. H. Lermen, M. Echeveste
Purpose This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise. Design/methodology/approach The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price. Findings The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness. Originality/value Conceptually, 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.
{"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":null,"pages":null},"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}
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