Pub Date : 2021-11-04DOI: 10.1108/ijphm-08-2020-0068
Tommy K. C. Ng, M. Lo, B. Fong
Purpose Traditional Chinese medicine (TCM) had a long history and has been widely practiced worldwide. TCM includes acupunctures, herbal medicine and chiropractic. However, limited studies examined the relationship between knowledge, attitude, utilisation and satisfaction of TCM among the Hong Kong general public. This study has developed a research model which aims to examine the relationship between knowledge, attitude, utilisation and satisfaction of TCM in Hong Kong by using partial least square structural equation model. Design/methodology/approach An online-based questionnaire was distributed by using convenience sampling. The questionnaire consisted of five parts to collect the data regarding the knowledge, attitude, utilisation and satisfaction of TCM of respondents. The reflective measurement model and structural model were examined with SmartPLS 3.0 statistical software. Findings A total of 131 respondents completed the survey, and all data were valid after data screening and cleaning. Around 60% of the participants received TCM information from their friends and family members, and 42% from the internet. Likewise, there is positive relationship from the knowledge of TCM to the utilisation, from the attitude to the utilisation and from the utilisation of TCM to the satisfaction. However, the positive relationship of knowledge regarding TCM and attitude is not proven. A t-test and one-way analysis of variance showed no significant differences between gender and age groups on each measurement items. Originality/value This paper provides insights for researchers and policymakers to understand the significance of attitude and perception of the benefits of treatments in the use of TCM. The positive experience of TCM from other people is essential for enhancing the willingness to use TCM while education is also fundamental in promoting TCM to the public.
{"title":"Knowledge, attitude, utilisation and satisfaction of traditional Chinese medicine in Hong Kong","authors":"Tommy K. C. Ng, M. Lo, B. Fong","doi":"10.1108/ijphm-08-2020-0068","DOIUrl":"https://doi.org/10.1108/ijphm-08-2020-0068","url":null,"abstract":"\u0000Purpose\u0000Traditional Chinese medicine (TCM) had a long history and has been widely practiced worldwide. TCM includes acupunctures, herbal medicine and chiropractic. However, limited studies examined the relationship between knowledge, attitude, utilisation and satisfaction of TCM among the Hong Kong general public. This study has developed a research model which aims to examine the relationship between knowledge, attitude, utilisation and satisfaction of TCM in Hong Kong by using partial least square structural equation model.\u0000\u0000\u0000Design/methodology/approach\u0000An online-based questionnaire was distributed by using convenience sampling. The questionnaire consisted of five parts to collect the data regarding the knowledge, attitude, utilisation and satisfaction of TCM of respondents. The reflective measurement model and structural model were examined with SmartPLS 3.0 statistical software.\u0000\u0000\u0000Findings\u0000A total of 131 respondents completed the survey, and all data were valid after data screening and cleaning. Around 60% of the participants received TCM information from their friends and family members, and 42% from the internet. Likewise, there is positive relationship from the knowledge of TCM to the utilisation, from the attitude to the utilisation and from the utilisation of TCM to the satisfaction. However, the positive relationship of knowledge regarding TCM and attitude is not proven. A t-test and one-way analysis of variance showed no significant differences between gender and age groups on each measurement items.\u0000\u0000\u0000Originality/value\u0000This paper provides insights for researchers and policymakers to understand the significance of attitude and perception of the benefits of treatments in the use of TCM. The positive experience of TCM from other people is essential for enhancing the willingness to use TCM while education is also fundamental in promoting TCM to the public.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42468612","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 : 2021-11-03DOI: 10.1108/ijphm-01-2021-0004
M. Ershadi, Mohamad Sajad Ershadi
Purpose Appropriate logistic planning for the pharmaceutical supply chain can significantly improve many financial and performance aspects. To this aim, a multi-objective optimization model is proposed in this paper that considers different types of pharmaceuticals, different vehicles with determining capacities and multi-period logistic planning. This model can be updated based on new information about resources and newly identified requests. Design/methodology/approach The main objective function of the proposed model in this paper is minimizing the unsatisfied prioritized requests for pharmaceuticals in the network. Besides, the total transportation activities of different types of vehicles and related costs are considered as other objectives. Therefore, these objectives are optimized hierarchically in the proposed model using the Lexicographic method. This method finds the best value for the first objective function. Then, it tries to optimize the second objective function while maintaining the optimality of the first objective function. The third objective function is optimized based on the optimality of other objective functions, as well. A non-dominated sorting genetic algorithm II-multi-objective particle swarm optimization heuristic method is designed for this aim. Findings The performances of the proposed model were analyzed in different cases and its results for different problems were shown within the framework of a case study. Besides, the sensitivity analysis of results shows the logical behavior of the proposed model against various factors. Practical implications The proposed methodology can be applied to find the best logistic plan in real situations. Originality/value In this paper, the authors have tried to use a multi-objective optimization model to guide and correct the pharmaceutical supply chain to deal with the related requests. This is important because it can help managers to improve their plans.
{"title":"Logistic planning for pharmaceutical supply chain using multi-objective optimization model","authors":"M. Ershadi, Mohamad Sajad Ershadi","doi":"10.1108/ijphm-01-2021-0004","DOIUrl":"https://doi.org/10.1108/ijphm-01-2021-0004","url":null,"abstract":"\u0000Purpose\u0000Appropriate logistic planning for the pharmaceutical supply chain can significantly improve many financial and performance aspects. To this aim, a multi-objective optimization model is proposed in this paper that considers different types of pharmaceuticals, different vehicles with determining capacities and multi-period logistic planning. This model can be updated based on new information about resources and newly identified requests.\u0000\u0000\u0000Design/methodology/approach\u0000The main objective function of the proposed model in this paper is minimizing the unsatisfied prioritized requests for pharmaceuticals in the network. Besides, the total transportation activities of different types of vehicles and related costs are considered as other objectives. Therefore, these objectives are optimized hierarchically in the proposed model using the Lexicographic method. This method finds the best value for the first objective function. Then, it tries to optimize the second objective function while maintaining the optimality of the first objective function. The third objective function is optimized based on the optimality of other objective functions, as well. A non-dominated sorting genetic algorithm II-multi-objective particle swarm optimization heuristic method is designed for this aim.\u0000\u0000\u0000Findings\u0000The performances of the proposed model were analyzed in different cases and its results for different problems were shown within the framework of a case study. Besides, the sensitivity analysis of results shows the logical behavior of the proposed model against various factors.\u0000\u0000\u0000Practical implications\u0000The proposed methodology can be applied to find the best logistic plan in real situations.\u0000\u0000\u0000Originality/value\u0000In this paper, the authors have tried to use a multi-objective optimization model to guide and correct the pharmaceutical supply chain to deal with the related requests. This is important because it can help managers to improve their plans.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41567842","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 : 2021-11-01DOI: 10.1108/ijphm-10-2020-0089
Sardar Md Humayun Kabir, Suharni Maulan, N. H. Manaf, Zaireena Wan Nasir
Purpose The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context. Design/methodology/approach A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model. Findings This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant. Practical implications This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets. Originality/value This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients.
{"title":"The influence of direct-to-physician promotion towards physicians’ prescription behaviour in Malaysia","authors":"Sardar Md Humayun Kabir, Suharni Maulan, N. H. Manaf, Zaireena Wan Nasir","doi":"10.1108/ijphm-10-2020-0089","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0089","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context.\u0000\u0000\u0000Design/methodology/approach\u0000A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model.\u0000\u0000\u0000Findings\u0000This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant.\u0000\u0000\u0000Practical implications\u0000This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets.\u0000\u0000\u0000Originality/value\u0000This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47057200","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 : 2021-10-11DOI: 10.1108/ijphm-06-2020-0057
M. Menebo
Purpose This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the second objective is to determine whether advertising tools that are more compatible with prescriber’s behavior have superior impact on sales. Third is to examine empirical support for the argument that advertising directly to consumers, as a market follower versus leader, has a backfiring effect. Finally, this paper aims to assess the magnitude of variance in sales as a function of each advertising tool. Design/methodology/approach Data on unit sales and spending (on DTCA, journal ads, events and detailing) ranging 84 months are obtained for six prescription-only cholesterol-reducing brands. First, linearity is checked. Second, evolution versus stationarity is tested by applying the unit-root test. Third, potential endogeneity among variables is assessed with granger causality. Fourth, vector autoregressive model (VAR) that accounts for endogeneity and dynamic interactions is specified. Intercept, seasons and market share are added into the model specification as exogenous variables. Fifth, VAR with akaike selected lags and generalized impulse response are conducted. Finally, sales variance is decomposed with forecast error variance decomposition and Cholesky ordering. Findings A 10% increase on detailing or journal ads spending brought an immediate (one month) negative effect on sales in a market leader, whereas that same increase is insignificant in a market follower. A 10% increase on DTCA (vs detailing) spending led to a negative (vs positive) carryover effect for the market follower, giving empirical support to the backfiring effect of DTCA and partial evidentiary support suggested about prescriber friendly advertising. However, DTCA induces a larger short term and longer carryover effect in a market leader, with seven times more effect on sales than what detailing does. In addition, it explains 50% of the variation in sales. Originality/value The model applied captures extensive dynamics; hence, findings are robust. The analysis considered comparison in terms of prescriber friendly (vs not) advertising tools and brand market status and thus can make managers rethink strategy of advertising budget allocations. This study also introduced a new look onto DTCA and hence challenges the traditional thought held on consumer advertising response.
{"title":"Smart advertising in prescription only medication; aligning it with prescriber’s or consumer’s behavior","authors":"M. Menebo","doi":"10.1108/ijphm-06-2020-0057","DOIUrl":"https://doi.org/10.1108/ijphm-06-2020-0057","url":null,"abstract":"\u0000Purpose\u0000This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the second objective is to determine whether advertising tools that are more compatible with prescriber’s behavior have superior impact on sales. Third is to examine empirical support for the argument that advertising directly to consumers, as a market follower versus leader, has a backfiring effect. Finally, this paper aims to assess the magnitude of variance in sales as a function of each advertising tool.\u0000\u0000\u0000Design/methodology/approach\u0000Data on unit sales and spending (on DTCA, journal ads, events and detailing) ranging 84 months are obtained for six prescription-only cholesterol-reducing brands. First, linearity is checked. Second, evolution versus stationarity is tested by applying the unit-root test. Third, potential endogeneity among variables is assessed with granger causality. Fourth, vector autoregressive model (VAR) that accounts for endogeneity and dynamic interactions is specified. Intercept, seasons and market share are added into the model specification as exogenous variables. Fifth, VAR with akaike selected lags and generalized impulse response are conducted. Finally, sales variance is decomposed with forecast error variance decomposition and Cholesky ordering.\u0000\u0000\u0000Findings\u0000A 10% increase on detailing or journal ads spending brought an immediate (one month) negative effect on sales in a market leader, whereas that same increase is insignificant in a market follower. A 10% increase on DTCA (vs detailing) spending led to a negative (vs positive) carryover effect for the market follower, giving empirical support to the backfiring effect of DTCA and partial evidentiary support suggested about prescriber friendly advertising. However, DTCA induces a larger short term and longer carryover effect in a market leader, with seven times more effect on sales than what detailing does. In addition, it explains 50% of the variation in sales.\u0000\u0000\u0000Originality/value\u0000The model applied captures extensive dynamics; hence, findings are robust. The analysis considered comparison in terms of prescriber friendly (vs not) advertising tools and brand market status and thus can make managers rethink strategy of advertising budget allocations. This study also introduced a new look onto DTCA and hence challenges the traditional thought held on consumer advertising response.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"18 794 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62002047","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 : 2021-09-17DOI: 10.1108/ijphm-11-2020-0100
D. Jaravaza, F. Saruchera
Purpose The purpose of this paper is to investigate the effects of culture on attitudes to contraception by rural-based women in a developing economy. Design/methodology/approach Based on data collected from 395 rural women in Eastern Zimbabwe, this study examines the hypothesized relationships between values (resultant conservation, resultant self-enhancement), social axioms (reward for application, social cynicism, religiosity, social complexity, fate control and Ubuntu) and contraceptive attitudes, considering the moderating effects of age and education. Findings Using covariance-based Structural Equation Modelling and Multi-Group Analysis, this study found that resultant self-enhancement, fate control, the reward for application and religiosity significantly relate to attitudes to contraception whilst resultant conservation, social complexity, Ubuntu and social cynicism, did not produce significant correlations. Age and education moderate the significant relationships. Research limitations/implications The study's findings suggest that contraception social marketers, non-governmental organizations and health practitioners should develop marketing strategies to neutralize the negative impact of these beliefs held by rural contraceptive consumers to increase contraceptive awareness and uptake in such subsistence markets. In addition, this study provides empirical evidence on the role of Ubuntu as a new culture construct in African markets. Originality/value Despite being limited to a single developing economy, this paper extends prior research on consumer culture and attitudes on contraception use by exploring the role of values and social axioms, an imperative issue for rural women health and general subsistence market well-being.
{"title":"Culture and attitudes towards contraception of women in subsistence markets: the role of values and social axioms","authors":"D. Jaravaza, F. Saruchera","doi":"10.1108/ijphm-11-2020-0100","DOIUrl":"https://doi.org/10.1108/ijphm-11-2020-0100","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the effects of culture on attitudes to contraception by rural-based women in a developing economy.\u0000\u0000\u0000Design/methodology/approach\u0000Based on data collected from 395 rural women in Eastern Zimbabwe, this study examines the hypothesized relationships between values (resultant conservation, resultant self-enhancement), social axioms (reward for application, social cynicism, religiosity, social complexity, fate control and Ubuntu) and contraceptive attitudes, considering the moderating effects of age and education.\u0000\u0000\u0000Findings\u0000Using covariance-based Structural Equation Modelling and Multi-Group Analysis, this study found that resultant self-enhancement, fate control, the reward for application and religiosity significantly relate to attitudes to contraception whilst resultant conservation, social complexity, Ubuntu and social cynicism, did not produce significant correlations. Age and education moderate the significant relationships.\u0000\u0000\u0000Research limitations/implications\u0000The study's findings suggest that contraception social marketers, non-governmental organizations and health practitioners should develop marketing strategies to neutralize the negative impact of these beliefs held by rural contraceptive consumers to increase contraceptive awareness and uptake in such subsistence markets. In addition, this study provides empirical evidence on the role of Ubuntu as a new culture construct in African markets.\u0000\u0000\u0000Originality/value\u0000Despite being limited to a single developing economy, this paper extends prior research on consumer culture and attitudes on contraception use by exploring the role of values and social axioms, an imperative issue for rural women health and general subsistence market well-being.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45281098","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 : 2021-09-16DOI: 10.1108/ijphm-10-2020-0088
K. Chopra
Purpose The purpose of the study was to apply Maslow’s hierarchy of needs to understand consumer motivation for preventive health care in India using content analysis. Design/methodology/approach Content analysis approach which is a qualitative-based approach was adopted. The responses were collected through semi-structured interviews using purposeful sampling method, and the responses were analyzed using content analysis approach. Sub themes and main themes were derived from the data which related to concepts in Maslow’s theory. Findings The results indicate the following: healthy food, healthy diet and health supplements are the basic need; sustainability of health and fitness and health security relate to safety and security need; feeling of pride in being fit, being a role model of fitness for others and influence of electronic media relate to social and self-esteem need; freedom from disease and peace of mind fulfill the need for self-actualization. Research limitations/implications To strengthen the external validity, a mix of alternate research methodologies adopting qualitative and quantitative approach need to be adopted. Practical implications This study will help to better understand motivation for preventive health care. It will enable health-care companies to design health-care marketing programs based on Maslow’s theory to motivate individuals to purchase health products. The public health-care departments can issue guidelines based on Maslow’s theory to motivate citizens toward preventive health care. Originality/value Maslow’s theory was applied in the context of preventive health care.
{"title":"Maslow’s theory for preventive healthcare in India – a content analysis approach","authors":"K. Chopra","doi":"10.1108/ijphm-10-2020-0088","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0088","url":null,"abstract":"\u0000Purpose\u0000The purpose of the study was to apply Maslow’s hierarchy of needs to understand consumer motivation for preventive health care in India using content analysis.\u0000\u0000\u0000Design/methodology/approach\u0000Content analysis approach which is a qualitative-based approach was adopted. The responses were collected through semi-structured interviews using purposeful sampling method, and the responses were analyzed using content analysis approach. Sub themes and main themes were derived from the data which related to concepts in Maslow’s theory.\u0000\u0000\u0000Findings\u0000The results indicate the following: healthy food, healthy diet and health supplements are the basic need; sustainability of health and fitness and health security relate to safety and security need; feeling of pride in being fit, being a role model of fitness for others and influence of electronic media relate to social and self-esteem need; freedom from disease and peace of mind fulfill the need for self-actualization.\u0000\u0000\u0000Research limitations/implications\u0000To strengthen the external validity, a mix of alternate research methodologies adopting qualitative and quantitative approach need to be adopted.\u0000\u0000\u0000Practical implications\u0000This study will help to better understand motivation for preventive health care. It will enable health-care companies to design health-care marketing programs based on Maslow’s theory to motivate individuals to purchase health products. The public health-care departments can issue guidelines based on Maslow’s theory to motivate citizens toward preventive health care.\u0000\u0000\u0000Originality/value\u0000Maslow’s theory was applied in the context of preventive health care.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46255832","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 : 2021-09-13DOI: 10.1108/ijphm-01-2020-0004
Avinash Shivdas, Sougata Ray
Purpose The economic value generated by a firm is determined by the efficient management of its resources within a given business environment. The Indian pharmaceutical industry is highly competitive and has attracted huge investments in research and development (R&D), including financing of biotechnological ventures, clinical trials, contract research activities in addition to traditional product development and filing of regulatory requirements. This study aims to identify the specific resources that are significant drivers of performance. Design/methodology/approach Data analysis uses panel regression based on an extended version of the Cobb-Douglas production function, where the dependent variable firm performance is measured using annual sales whilst the independent variables include labour, capital, R&D investments and marketing efforts. This study uses data spanning a period of 7 years (2012–2018) collected from 151 Indian pharmaceutical firms. Findings Contrary to the general understanding that R&D investments tend to create profitable opportunities, it is observed that R&D expenditures have a negative impact on sales in the short to medium time period. This study also highlights the finding that in addition to the positive impact of labour and capital, marketing efforts are more likely to have a greater positive influence on firm performance than R&D. Originality/value The uniqueness of the paper lies not only in the counterintuitive findings but also in the methodology used to capture the impact of the lagged effect of R&D investments on firm performance. Specifically, a regression model-based both on panel data and time-series averages is used to examine the said impact.
{"title":"Research and development efforts in Indian pharmaceutical industry: How much does it matter?","authors":"Avinash Shivdas, Sougata Ray","doi":"10.1108/ijphm-01-2020-0004","DOIUrl":"https://doi.org/10.1108/ijphm-01-2020-0004","url":null,"abstract":"\u0000Purpose\u0000The economic value generated by a firm is determined by the efficient management of its resources within a given business environment. The Indian pharmaceutical industry is highly competitive and has attracted huge investments in research and development (R&D), including financing of biotechnological ventures, clinical trials, contract research activities in addition to traditional product development and filing of regulatory requirements. This study aims to identify the specific resources that are significant drivers of performance.\u0000\u0000\u0000Design/methodology/approach\u0000Data analysis uses panel regression based on an extended version of the Cobb-Douglas production function, where the dependent variable firm performance is measured using annual sales whilst the independent variables include labour, capital, R&D investments and marketing efforts. This study uses data spanning a period of 7 years (2012–2018) collected from 151 Indian pharmaceutical firms.\u0000\u0000\u0000Findings\u0000Contrary to the general understanding that R&D investments tend to create profitable opportunities, it is observed that R&D expenditures have a negative impact on sales in the short to medium time period. This study also highlights the finding that in addition to the positive impact of labour and capital, marketing efforts are more likely to have a greater positive influence on firm performance than R&D.\u0000\u0000\u0000Originality/value\u0000The uniqueness of the paper lies not only in the counterintuitive findings but also in the methodology used to capture the impact of the lagged effect of R&D investments on firm performance. Specifically, a regression model-based both on panel data and time-series averages is used to examine the said impact.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47644469","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 : 2021-09-09DOI: 10.1108/ijphm-10-2020-0090
Andrea Sestino, Cesare Amatulli
Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products. Design/methodology/approach An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers’ hands Findings Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers’ intention to buy generic drugs is higher in the case of diseases perceived as less serious, while the intention to buy branded drugs is higher in the case of disease perceived as more serious. Originality/value This study contributes to marketing research and practice by proposing that consumers’ perceived seriousness of their disease should be considered as a further factor in identifying new marketing strategies in those contexts in which the choice between branded or generic drugs is free.
{"title":"Branded vs. Generic drugs: the role of self-perceived seriousness of disease","authors":"Andrea Sestino, Cesare Amatulli","doi":"10.1108/ijphm-10-2020-0090","DOIUrl":"https://doi.org/10.1108/ijphm-10-2020-0090","url":null,"abstract":"\u0000Purpose\u0000This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products.\u0000\u0000\u0000Design/methodology/approach\u0000An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers’ hands\u0000\u0000\u0000Findings\u0000Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers’ intention to buy generic drugs is higher in the case of diseases perceived as less serious, while the intention to buy branded drugs is higher in the case of disease perceived as more serious.\u0000\u0000\u0000Originality/value\u0000This study contributes to marketing research and practice by proposing that consumers’ perceived seriousness of their disease should be considered as a further factor in identifying new marketing strategies in those contexts in which the choice between branded or generic drugs is free.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44789131","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 : 2021-09-09DOI: 10.1108/ijphm-04-2020-0026
Manika Batra, U. Taneja
Purpose Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image. Design/methodology/approach Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling. Findings Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image. Research limitations/implications The results of this study can help researchers in understanding the role of Servicescape in the health-care industry. Originality/value The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.
{"title":"Examining the effect of servicescape, perceived service quality and emotional satisfaction on hospital image","authors":"Manika Batra, U. Taneja","doi":"10.1108/ijphm-04-2020-0026","DOIUrl":"https://doi.org/10.1108/ijphm-04-2020-0026","url":null,"abstract":"\u0000Purpose\u0000Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image.\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling.\u0000\u0000\u0000Findings\u0000Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image.\u0000\u0000\u0000Research limitations/implications\u0000The results of this study can help researchers in understanding the role of Servicescape in the health-care industry.\u0000\u0000\u0000Originality/value\u0000The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45243339","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 : 2021-09-06DOI: 10.1108/IJPHM-01-2021-0012
Ajitabh Dash, A. Sahoo
Purpose The purpose of this paper is to understand the factors influencing the adoption decision of patients towards digital consultation in India with gender as a moderating variable. This study is based on the unified theory of acceptance and use of technology (UTAUT2) framework for examining the factors influencing adoption decisions for digital consultation and to what extent this leads to continuous usage intention. Design/methodology/approach Based on the UTAUT2 framework, this study proposed a set of hypotheses that were tested using structural equation modeling. This study was based on primary data collected from 462 sample respondents using the judgemental sampling method who had experience of using digital health consultation in India. Findings Findings of this study revealed significant and positive causation in the behavioural intention (BI) of a patient to adopt digital health consultation arising out of performance expectancy, effort expectancy, social influence, facilitating condition and price value; however, habit is insignificantly associated with the same. Furthermore, the results of this study also revealed that the BI of a patient towards digital health consultation is significantly moderated by their gender. Originality/value This study conceptually strengthens the present body of literature on the adoption behaviour by contributing certain new dimensions in the context of digital health consultations and will also help policymakers and service providers in crafting their strategy for promoting the adoption of digital health consultation.
{"title":"Moderating effect of gender on adoption of digital health consultation: a patient perspective study","authors":"Ajitabh Dash, A. Sahoo","doi":"10.1108/IJPHM-01-2021-0012","DOIUrl":"https://doi.org/10.1108/IJPHM-01-2021-0012","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to understand the factors influencing the adoption decision of patients towards digital consultation in India with gender as a moderating variable. This study is based on the unified theory of acceptance and use of technology (UTAUT2) framework for examining the factors influencing adoption decisions for digital consultation and to what extent this leads to continuous usage intention.\u0000\u0000\u0000Design/methodology/approach\u0000Based on the UTAUT2 framework, this study proposed a set of hypotheses that were tested using structural equation modeling. This study was based on primary data collected from 462 sample respondents using the judgemental sampling method who had experience of using digital health consultation in India.\u0000\u0000\u0000Findings\u0000Findings of this study revealed significant and positive causation in the behavioural intention (BI) of a patient to adopt digital health consultation arising out of performance expectancy, effort expectancy, social influence, facilitating condition and price value; however, habit is insignificantly associated with the same. Furthermore, the results of this study also revealed that the BI of a patient towards digital health consultation is significantly moderated by their gender.\u0000\u0000\u0000Originality/value\u0000This study conceptually strengthens the present body of literature on the adoption behaviour by contributing certain new dimensions in the context of digital health consultations and will also help policymakers and service providers in crafting their strategy for promoting the adoption of digital health consultation.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2021-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43213788","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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