Are Pharmaceutical Marketing Decisions Calibrated to Communications Effects?

Abstract

Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both "push" and "pull" communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables-(a) the competitive landscape, and (b) the product's length of time on the market-interact with these communication efforts and affect brand and category sales.

Revisiting the Role of Traditional, Electronic and Mobile-Based Communication Channels in the Pharmaceutical Industry of Lithuania

“…There is an ongoing debate in the literature regarding the role and prominence of personal selling in drug promotion. One group of researchers consider in-person selling to be important (e.g., Pedan & Wu, 2011), with positive effects on product promotion (Cavusgil & Calantone, 2011). Most GPs agree that personal meetings with pharmaceutical representatives are informative (Chimonas et al, 2007) and serve as a necessary source of information (Jones et al, 2001).…”

“…Usually, patent is issued after the new molecule has been registered, but the process of converting a molecule into a drug, which can be introduced into the market takes about ten (Jaakkola & Renko, 2007) or even twelve years (Harms et al, 2002). Therefore, pharmaceutical companies aim to cover their R&D costs within 7-10 years (Jaakkola & Renko, 2007;Cavusgil & Calantone, 2011).…”

“…The study focuses on prescription drug market, which is rather different from other drug markets. Prescription drug market can be characterised by high competition, strict laws regulating advertising and personal selling approaches, inelastic pricing and information asymmetry (Castagnoli, 2008;Cavusgil & Calantone, 2011;DeLaat et al, 2002;Levy, 1994;Pantelic, 2009;Rod & Saunders, 2009). Also, the final decision about the prescription drugs is always made by GPs because they write prescriptions to their patients.…”

Literally Experts: Expertise and the Processing of Analogical Metaphors in Pharmaceutical Advertising

“…Other areas that have received attention from researchers include attitudes towards DTC advertising (Diehl, Mueller, & Terlutter, 2008), the role of involvement (Kavadas, Katsanis, & LeBel, 2007), risk disclosures in DTC ads (Davis & Meader, 2009), patientÀ physician interactions (Blose & Mack, 2009), and marketing strategy implications (Cavusgil & Calantone, 2011). Few studies, however, have examined the persuasive techniques employed in the promotional component of these ads, such as the figurative use of language, and the subsequent impact on consumers' information processing (exceptions include Frosch, Krueger, Hornik, Cronholm, & Barg, 2007;Main, Argo, & Huhmann, 2004).…”