International Journal of Pharmaceutical and Healthcare Marketing: Volume 8 Issue 2

Pioneering advantage in generic drug competition

Yu Yu, Sachin Gupta

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…

Comparative effectiveness research and the rise of orphan indications

Sarah Jeffers, Mark Slomiany, Rema Bitar, Sarah Kruse, Mahmud Hassan

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…

Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements: An elaboration likelihood model approach

Brent Rollins, Nilesh Bhutada

– 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.

Relationship between direct-to-consumer advertising and consumers’ decision-making

Abdel-Aziz Ahmad Sharabati, Hamzeh Salim Khraim, Rami Atta Khateeb

– The purpose of the study is to investigate the influence of direct-to-consumer advertising (DTCA) on consumers’ decision-making (CDM).

CyberRx: Emerging social media marketing strategy for pharmaceuticals

Charles Scott Rader, Zahed Subhan, Clinton D. Lanier, Roger Brooksbank, Sandra Yankah, Kristin Spears

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…

Quality alone is not enough to be trustworthy: The mediating role of sincerity perception

Jason Perepelkin, David Di Zhang

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…

Advances in pharmaceutical marketing: exploring the underpinnings of competitive advantage

Avinandan Mukherjee