Adaptation of pharmaceutical marketing and drug promotion practices in times of pandemic COVID-19

Chiplunkar, SunilS; Gowda, D. V.; Shivakumar, H. G.

doi:10.4103/ijhas.ijhas_81_20

Cited by 12 publications

(5 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In fact, the sale skills of sales professionals in the healthcare industry and the management of GUANXI with customers are common in countries around the world, except some differences in ethical or legal norms ( 93 , 94 ). Much of the literature in recent years also proves that the personal characteristics and abilities of pharmaceutical sales representatives have a significant impact on market share and sales performance ( 36 , 37 ). Therefore, for companies benefiting from major public health emergencies, the personal selling targeted at focused customers would outperform large-scale advertising in improving profitability.…”

Section: Discussionmentioning

confidence: 99%

“…Despite the complex marketing techniques and online sales, salespeople still play an important role in building relationship with customers and expressing personal care, attention, emotional contact, etc., which are essential in marketing ( 34 , 35 ). The current literature has amply demonstrated that personal selling has a positive effect on reversing negative public perceptions, promoting product information, and ultimately promoting sales and improving business performance ( 36–38 ).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China

Xie,

Zhang,

Fang

et al. 2023

Front. Public Health

View full text Add to dashboard Cite

BackgroundWhile major public health emergencies have severe socio-economic impacts, they may also present many opportunities for certain industries. For these industries that have benefited significantly (e.g., China’ s healthcare industry), the traditional emphasis on improving business performance through increased investment in innovation, marketing and sustainability may face contextual applicability challenges.MethodsWe used the data of healthcare industry in China during Covid-19 and the methods of hierarchical regression, moderating effect test to analyze the impact of innovation, advertising, personal selling, and sustainability on healthcare firms’ profitability. Three kinds of robust test including increasing the measurement range of variables, changing the data source and parameter estimation method, and Quantile regression are used.ResultsThis paper finds that innovation, advertising, and environmental sustainability have significant negative impacts on profitability, while personal selling, social sustainability, and governance sustainability have significant positive impacts on profitability in the industries massively benefited from major public health emergencies. Besides, social sustainability can significantly moderate the relationship between innovation and profitability.ConclusionOn one hand, for companies in industries that have benefited greatly from major public health emergencies, a shift in resource allocation from innovation, advertising, and environmental sustainability to personal selling, social sustainability, and governance sustainability may be more conducive to improving their profitability. On the other hand, for public health regulatory authorities, it is necessary to strengthen the supervision of sales representatives of health care enterprises, hospitals, public health organizations, etc., and appropriately subsidize the innovation of enterprises to enhance their innovation motivation.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China

Xie,

Zhang,

Fang

et al. 2023

Front. Public Health

View full text Add to dashboard Cite

show abstract

“…et al (2014). Complementing pharmaceutical marketing efforts with basic health literacy training for people will be a critical step toward better healthcare interactions (Chiplunkar et al, 2020). However, physicians, on the other hand, may not appreciate patient requests based on knowledge of medication features that appear to be needlessly interventionist on the patient's part.…”

Section: Discussionmentioning

confidence: 99%

“…For pharmaceutical marketers, it is also an extremely challenging situation, due to market rivalry, technological innovation, and social distancing circumstances. Accessing physicians to influence their prescription behaviour has become more complex (Chiplunkar, Gowda, & Shivakumar, 2020). To counter this situation, marketers have evolved a multichannel marketing strategy that leads to the activation of brand messages to some extent (Banerjee & Bhardwaj, 2019).…”

Section: Introductionmentioning

confidence: 99%

Doctors’ Attitude Toward Patient Demand and Direct-To-Consumer Pharmaceutical Advertisements in Pakistan

Shahzad

Abbas

Parvaiz

et al. 2022

IJMRES

View full text Add to dashboard Cite

Since the COVID-19 phenomenon has emerged, e-patient attitudes have created a new normal for abnormal situations. This study sees how the patient demands will affect physician persistence habits from the perspective of physician-patient relationship, which is reinforced by increased digital health advertisements such as direct to consumer pharmaceutical advertisements. In this respect, primary data was collected from 300 doctors of Peshawar, using cluster random sampling through an adapted questionnaire and applied Creswell (2014) mixed method. SPSS-AMOs was utilized to evaluate the data from the first phase. In the second phase, Atlas.ti was applied to validate the first phase results. Patient demands backed by direct to consumer advertisements are more likely to be considered by physicians. Escalated physician patient relationship can also serve as a partial mediator between patient demand and physician persistence habits. Moreover, DTCPA has a direct effect on physician persistence habits and moderates the mediation of physician-patient relationship between patient demand and physician persistence habits. Consequently, majority of physicians advocate the use of DTCPA to raise patient awareness and allow them to express unspoken concerns to physicians. However, self-medication and unnecessary patient interventions may increase healthcare risks. The study contributes to the substantial body of knowledge about DTCPA's impact on Pakistani physicians and physician–patient relationship by modifying the behavioral theories.

show abstract

“…To explain an important piece of information that is technical and requires drawings or illustrations as props. This method is sometimes quite effective compared to using an active visual narrative that costs money in health promotion (Chiplunkar et al, 2020).…”

Section: Visual Narrativementioning

confidence: 99%

Visual narrative of the pandemic as a form of health communication in the digital age

Sabri¹,

Adiprabowo²

2023

J. Commun.

View full text Add to dashboard Cite

Many disease information problems are caused by a lack of knowledge and public misunderstanding of health information. Health communication includes disseminating health information to the public to achieve healthy living behaviours, creating awareness, changing attitudes and providing motivation for individuals to adopt recommended healthy behaviours to be the main objectives of health communication. This study aims to analyze the use of visual narratives in health promotion during a pandemic that focuses on non-technical aspects. In addition, knowing the health promotion strategy includes visuals, communication, and media. The research method used is qualitative. This research tries to understand phenomena in their natural setting and context, namely that researchers do not try to manipulate the observed phenomena. The data collection method in this study is observation and literature study. In this research procedure, the first stage is planning, the second stage is field data study and data analysis, and the third stage is drawing conclusions. The results showed that the Ministry of Health, through the Directorate of Health Promotion and Community Empowerment, has prepared integrated promotional facilities, including publication, print, and audiovisual media. This promotional tool is a website that can be accessed to view and download promotional media. Visual narratives are selected very comprehensively based on field data obtained from regions in Indonesia. The ignorance of health promotion workers causes the error in the use of narratives in the health promotion media in making promotional means for information of a local nature. Due to the lack of knowledge of the health promotion team in the region in choosing the right narrative for the promotional media used.

show abstract

Adaptation of pharmaceutical marketing and drug promotion practices in times of pandemic COVID-19

Cited by 12 publications

References 26 publications

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China

Doctors’ Attitude Toward Patient Demand and Direct-To-Consumer Pharmaceutical Advertisements in Pakistan

Visual narrative of the pandemic as a form of health communication in the digital age

Contact Info

Product

Resources

About