Prescription Drug Communication Strategies

A Comparative Analysis of Physician Attitudes in Europe, the Middle East, and the Far East

Jon D. Reast, Adam Lindgreen, Dayananda Palihawadana, Graham Spickett-Jones, Bradley R. Barnes

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Research into direct-to-consumer (DTC) advertising of prescription drugs is extensive in individualistic cultures. In contrast, using Hofstede's classification to select representative collectivist countries in high potential regions and conducting surveys of 308 physicians in Greece, the United Arab Emirates, and Taiwan, this research investigates physician attitudes towards the value of drug manufacturers' physician- and consumer-targeted communication strategies. The analysis reveals that physicians are satisfied with physician-targeted communication strategies and greatly value two-way interactive approaches, though they have significantly differing attitudes across cultures towards the likely impacts of DTC advertising, with Greek physicians the most opposed. They generally support unbranded disease awareness campaigns though. The research findings thus suggest that planned value creation for manufacturers and consumers through DTC advertising conflicts with the value delivery for the intermediary physician, which delays the expansion of this advertising policy.
OriginalsprogEngelsk
TidsskriftJournal of Marketing Management
Vol/bind27
Udgave nummer3/4
Sider (fra-til)336-360
Antal sider25
ISSN0267-257X
DOI
StatusUdgivet - 2011
Udgivet eksterntJa

Emneord

  • Advertising ethics
  • Direct-to-consumer advertising
  • Drug marketing
  • International
  • Value creation
  • Value delivery

Citer dette

Reast, Jon D. ; Lindgreen, Adam ; Palihawadana, Dayananda ; Spickett-Jones, Graham ; Barnes, Bradley R. / Prescription Drug Communication Strategies : A Comparative Analysis of Physician Attitudes in Europe, the Middle East, and the Far East. I: Journal of Marketing Management. 2011 ; Bind 27, Nr. 3/4. s. 336-360.
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Prescription Drug Communication Strategies : A Comparative Analysis of Physician Attitudes in Europe, the Middle East, and the Far East. / Reast, Jon D.; Lindgreen, Adam; Palihawadana, Dayananda; Spickett-Jones, Graham; Barnes, Bradley R.

I: Journal of Marketing Management, Bind 27, Nr. 3/4, 2011, s. 336-360.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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