Emerald | International Journal of Pharmaceutical and Healthcare Marketing | Table of Contents http://www.emeraldinsight.com/1750-6123.htm Table of contents from the most recently published issue of International Journal of Pharmaceutical and Healthcare Marketing Journal en-gb Tue, 27 May 2014 00:00:00 +0100 2014 Emerald Group Publishing Limited editorial@emeraldinsight.com support@emeraldinsight.com 60 Emerald | International Journal of Pharmaceutical and Healthcare Marketing | Table of Contents http://www.emeraldinsight.com/common_assets/img/covers_journal/ijphmcover.gif http://www.emeraldinsight.com/1750-6123.htm 120 157 Pioneering advantage in generic drug competition http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114784&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-11-2013-0063 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The purpose of this paper is to take a close look at competition among the generic entrants during the first three years after patent expiration and examine whether there is a first mover advantage. Pharmaceutical markets experience the entry of numerous generic firms upon expiration of the brand firm’s patent. <B>Design/methodology/approach</B> – A random effect nested logit model of competition that allows for competition between the brand drug and generics, and among multiple generic drugs is specified. The model accommodates the effects of prices, detailing, sampling, journal advertising, time-in-market and molecule-specific characteristics. The model is estimated on cross-section time-series data for 49 molecules in which the brand drug lost patent exclusivity between 1992 and 2000. <B>Findings</B> – Strong evidence that the early generic entrant enjoys a substantial market share and profit advantage over the second and the third entrants, after controlling for differences in marketing activities was found. In addition, evidence suggesting that the advantage is due to the response of the retail pharmacy channel and due to differential effectiveness of advertising and pricing between earlier versus later entrants was found. <B>Originality/value</B> – This paper is the first to empirically model first mover advantage among undifferentiated products. The findings are useful for regulators in pharmaceutical and healthcare industries. They can also shed light on other industries where there is little or no quality differentiation, such as commodity trading, open-source software distribution and online banking. Article literatinetwork@emeraldinsight.com (Yu Yu, Sachin Gupta) Tue, 27 May 2014 00:00:00 +0100 Comparative effectiveness research and the rise of orphan indications http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114785&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-01-2014-0007 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The purpose of this paper is to show the link between the comparative effectiveness research (CER) and the interest in developing drugs for rare disease by the pharmaceutical industry. Total healthcare spending is on the rise without having a corresponding better health outcome. As such, with the growing role of government in healthcare, measuring and demonstrating value is beginning to expand beyond the private sector to metrics applied in the public sector. A modern approach to comparative effective research began its rapid rise in the USA when the American Recovery and Reinvestment Act of 2009 allocated $1.1 billion for CER. This paper analyzes the implication and impact on the pharmaceutical industry. <B>Design/methodology/approach</B> – The paper reviews the basic definitions of CER and its areas of strength and weakness. It used real examples of drugs to show the impact of the Reinvestment Act of 2009 on the rise of orphan drugs. <B>Findings</B> – The study shows that the act encouraged the development of orphan drugs, mainly because of the low budget impact due to a smaller patient base. Provisions of the Affordable Care Act provide incentives for such rare disease indications, as no one can be denied coverage with pre-existing conditions. <B>Research limitations/implications</B> – The study is limited by the number of available rare drugs and the ongoing process of implementation of the Affordable Care Act. <B>Practical implications</B> – The study shows the cost-effective method of treating medical conditions. <B>Social implications</B> – Development of orphan drugs opens up access to care for many patients at a cost-effective price. <B>Originality/value</B> – This paper shows the link between the CER and the interest in developing drugs for rare disease by the pharmaceutical industry. It also brings out the possible implication of the Affordable Care Act on the pharmaceutical industry with respect to its strategies for drug development and drug portfolio. Article literatinetwork@emeraldinsight.com (Sarah Jeffers, Mark Slomiany, Rema Bitar, Sarah Kruse, Mahmud Hassan) Tue, 27 May 2014 00:00:00 +0100 Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements: An elaboration likelihood model approach http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114786&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-05-2013-0024 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser. <B>Design/methodology/approach</B> – A randomized, cross-sectional two (endorser type) by two (levels of disease state involvement) factorial design was used. Respondents (over the age of 18) were randomly shown one of the ad types and then responded to an online survey questionnaire containing questions and various scales measuring disease state involvement, endorser credibility, attitude toward the ad and company, attention to the ad, behavioral intentions and information search behavior. The disease-specific ad stimuli modeled the form of current print direct-to-consumer ads and were created following recent Food and Drug Administration guidelines, with the only difference being the specific pictorial used (celebrity versus non-celebrity). <B>Findings</B> – While endorser type did not significantly affect consumer attitudes, behavioral intentions and information search behavior, level of disease state involvement, though, did. More highly involved consumers had more positive attitudes, behavioral intentions and greater information search behavior. <B>Originality/value</B> – While consumers paid more attention to the celebrity-containing ads and viewed them as more credible, this did not translate into significant effects on the outcome dependent variables of consumer attitudes toward the ad and company, behavioral intentions and information search behavior. As previous literature has suggested, level of disease state involvement was a significant predictor of respondent outcomes. Overall, pharmaceutical manufacturers might want to re-evaluate using a celebrity endorser in disease-specific ads, as this research shows the benefits/outcomes may not justify the cost. Article literatinetwork@emeraldinsight.com (Brent Rollins, Nilesh Bhutada) Tue, 27 May 2014 00:00:00 +0100 Relationship between direct-to-consumer advertising and consumers’ decision-making http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114787&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-12-2012-0019 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The purpose of the study is to investigate the influence of direct-to-consumer advertising (DTCA) on consumers’ decision-making (CDM). <B>Design/methodology/approach</B> – Practical data were used in the empirical analysis collected from 484 consumer surveyed by means of a questionnaire. Statistical techniques such as descriptive statistics, correlation, simple and multiple regressions were employed. A Cronbach’s alpha was used to confirm the suitability of the data collection instrument. <B>Findings</B> – The results of the study indicated a positive significant relationship between DTCA and CDM. The results indicated that there was significant impact of healthcare awareness on CDM, but there were no significant impacts of drug–drug interactions, medical information source and consumer economical situation on CDM. <B>Research limitations/implications</B> – The data are also limited to a Jordanian market; therefore, generalizing results of a Jordanian setting to other countries may be questionable. Extending the analyses to other settings represent future research opportunities. <B>Originality/value</B> – The current research may be considered as an initiative study that highlights the effect of DTCA on CDM in Jordan and in the Arab world. The results can provide the reference for further research about the relationship between DTCA and CDM. Article literatinetwork@emeraldinsight.com (Abdel-Aziz Ahmad Sharabati, Hamzeh Salim Khraim, Rami Atta Khateeb) Tue, 27 May 2014 00:00:00 +0100 CyberRx: Emerging social media marketing strategy for pharmaceuticals http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114788&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-05-2013-0027 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing. <B>Design/methodology/approach</B> – This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods. <B>Findings</B> – This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement. <B>Originality/value</B> – Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education. Article literatinetwork@emeraldinsight.com (Charles Scott Rader, Zahed Subhan, Clinton D. Lanier, Roger Brooksbank, Sandra Yankah, Kristin Spears) Tue, 27 May 2014 00:00:00 +0100 Quality alone is not enough to be trustworthy: The mediating role of sincerity perception http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114789&show=abstract http://www.emeraldinsight.com/10.1108/IJPHM-02-2013-0006 <strong>Abstract</strong><br /><br /><B>Purpose</B> – The aim of this paper is to argue that quality alone is not enough; pharmacies need to develop a rapport with their customers and convey sincerity. Community (retail) pharmacy is an increasingly competitive industry. Service quality has been considered one of the key factors for pharmacies to differentiate and develop competitive advantage. The customers’ perception of the sincerity of the pharmacies mediates the relationship between quality and trust. <B>Design/methodology/approach</B> – Through consumer intercept, we collected survey data from 150 customers in a western Canadian city who had filled a prescription at the pharmacy in the previous six months. Data were analyzed using structure equation modeling. <B>Findings</B> – Our data revealed that while overall service quality has a positive influence on customer trust, perception of sincerity has a more immediate impact. The relationship between quality and trust was completely mediated through sincerity perception. <B>Originality/value</B> – Service quality has been introduced to pharmacy management and produced many good results. However, the measurement of service quality has historically emphasized on physical evidence. The element of human interaction and subjective affective perceptions has been largely ignored because it is difficult to measure, hence difficult to reward and implement. Our study highlights the importance of personal interactions in the context of pharmacy quality management. Article literatinetwork@emeraldinsight.com (Jason Perepelkin, David Di Zhang) Tue, 27 May 2014 00:00:00 +0100 Advances in pharmaceutical marketing: exploring the underpinnings of competitive advantage http://www.emeraldinsight.com/journals.htm?issn=1750-6123&volume=8&issue=2&articleid=17114790&show=abstract Editorial literatinetwork@emeraldinsight.com (Avinandan Mukherjee) Tue, 27 May 2014 00:00:00 +0100