International Journal of Pharmaceutical and Healthcare Marketing: Volume 9 Issue 4
Table of contents
Optimization of the promotion mix in the healthcare industry
Dominique Haughton, Guangying Hua, Danny Jin, John Lin, Qizhi Wei, Changan ZhangThe purpose of this paper is to propose data mining techniques to model the return on investment from various types of promotional spending to market a drug and then use the model…
Consumer responses to pharmaceutical-company-sponsored disease information websites and DTC branded websites
Jisu Huh, Wonsun ShinThis study aims to investigate pharmaceutical company-sponsored disease information websites that are created and operated by pharmaceutical companies. Without clear indication of…
Do consumers perceive their doctors as influenced by pharmaceutical marketing communications?: A persuasion knowledge perspective
Mei-Ling Wei, Marjorie DelbaereThis paper aims to explore whether and how consumers perceive the impact of pharmaceutical marketing on their own doctor’s prescribing behaviors, and subsequent responses toward…
The layers of relational communication in evaluating health care services
Doo Syen Kang, SYNG POM CHOYThis study aims to determine communication factors in various social settings that influence a comprehensive evaluation process ranging from information search before selecting a…
Healthcare service quality: what really matters to the female patient?
Ingy Shafei, Jan Auke Walburg, Ahmed F. Taher– This paper aims to develop a model that encompasses the constructs and sub-constructs consumers use in evaluating healthcare service quality (HSQ) in Egypt.
ISSN:
1750-6123Online date, start – end:
2007Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr. Avinandan Mukherjee