No abstract

Purpose -The purpose of this study is to use an approach that helps the pharma industry develop and structure communications that provide buyers and sellers with a better procedure to drive decisions to buy/sell stocks. Messages related to pharmaceutical companies and their products were collected from many sources. Design/methodology/approach -An experimental design was employed to evaluate communication concepts in a systematic way. Findings -The most important finding was that the proclivity to buy/sell individual pharmaceutical stocks responds to varying sets of messages.Research limitations/implications -The study only covers the pharmaceutical industry. Practical implications -From a practical stand-point, the methodology facilitates the design of informative messages for consumers and shareholders within the pharma industry. Originality/value -The study is unique in that it presents a statistically grounded experimental design evaluating communications messages and personal values that are important for individuals who routinely sell or purchase stocks.

No abstract