International Journal of Pharmaceutical and Healthcare Marketing: Volume 10 Issue 3

Strategic issues in pharmaceutical supply chains: a review

Rajesh Kr. Singh, Ravinder Kumar, Pravin Kumar

In the present context of a health-concious society, management of pharmaceutical supply chains has become more complex because it involves the life-saving interest of human being…

Measuring service quality in pharmaceutical supply chain – distributor’s perspective

Uma Maheswari Devi Parmata, Sankara Rao B., Rajashekhar B.

The aim of this paper is to contribute to the services marketing literature by developing a scale based on Parasuraman’s SERVQUAL scale for the measurement of distributor…

Consumer trust and physician prescription of branded medicines: an exploratory study

Mahmoud Abdulai Mahmoud

The purpose of this paper is to explore the extent of consumer trust of physicians’ prescription of branded medications.

Content analysis of comparative claims in drug advertisements

Vanessa Boudewyns, Pamela A. Williams

The purpose of this study is to describe the trends and practices of comparative prescription drug advertising by examining the types of comparative claims made in…

“Infecting” those we care about: social network effects on body image

Aditi Grover, Jeffrey Foreman, Mardie Burckes-Miller

This paper aims to explore the forces at work that negatively influence the self-image perceptions of young women, causing them to strive for an “ultra-thin” ideal.

The launch strategy choices in China’s pharmaceutical market

Vicky Ching Gu, James R. Burns

This paper aims to study the drug launch strategies and their effects on new drug performance in an intensely competitive emerging pharmaceutical market such as the one in China.