Marketing communications for over-the-counter drugs and non-pharmaceutical products: the professionals’ perspective

Memişoğlu, Merve

doi:10.1080/20479700.2017.1417075

Cited by 5 publications

(3 citation statements)

References 25 publications

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“…One can give an example of the Boston-Cambridge cluster, which is located in the United States and combines higher educational institutions, medical centers and about 500 companies that specialize in the field of pharmaceuticals and biomedical technologies. It should be noted that the efficiency of communications of cluster members can affect its performance [11], especially with the use of new technologies in promoting the market [4]. On the territory of the cluster, about 50 thousand specialists Consider some of the structural parameters of the development of the pharmaceutical market of the Russian Federation.…”

Section: Resultsmentioning

confidence: 99%

Formation and development of pharmaceutical clusters as an innovative activity of territories

Евстратов¹,

Pushkarev²,

Oleynikova³

et al. 2019

Proceedings of the International Scientific-Practical Conference “Business Cooperation as a Resource of Sustainable Economic De

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As a result of the formation and development of the pharmaceutical market, there appear processes that are a catalyst for structural transformations of the market. According to the authors of the present article, such structural changes in the pharmaceutical market include the processes of formation and development of pharmaceutical clusters as innovative activity of territories, which lead to an increase in market concentration and increase the level of competition for all market participants. Therefore, the study of the processes of formation and development of pharmaceutical clusters as an innovative activity of the territories is of undoubted interest for research. The study of assessment methods for the processes of formation and development of pharmaceutical clusters as an innovation activity of territories is still relevant, and the implementation of existing approaches in the companies' practice requires theoretical substantiation. This article discusses the main trends in the formation and development of pharmaceutical clusters as an innovative activity of the territories.

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Section: Resultsmentioning

confidence: 99%

Formation and development of pharmaceutical clusters as an innovative activity of territories

Евстратов¹,

Pushkarev²,

Oleynikova³

et al. 2019

Proceedings of the International Scientific-Practical Conference “Business Cooperation as a Resource of Sustainable Economic De

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“…The personal sale of over-the-counter medicines is promoted exclusively through pharmacist advice instead of the marketing of prescription medicines. Companies must engage with their consumers through various platforms, such as social media, internal communication, or CSR activities (Memisoglu, 2020). Studies say that advertising provides the least reliable information about OTC medicines, although advertising in the mass media, for example, can significantly influence sales.…”

Section: Introductionmentioning

confidence: 99%

Obtaining Consumer Information for the Purchase of Over-The-Counter Medicines and Food Supplements from Hungarian-Speaking Adult Consumers in Slovakia

Szigeti

Józsa

2023

HEM

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The present study focuses on the role of online (Internet) ordering, information seeking, and the importance of the information provided by health professionals connected with the purchase of over-the-counter medicines and food supplements. Our primary survey was conducted in April-May 2022 and received 216 answers from Hungarian-speaking consumers in Slovakia that could be analysed. The data collected through the questionnaire was examined using statistical analysis and calculations. The data were organised in a single Excel file to facilitate our analysis and were processed using IBM SPSS Statistics 23 software for statistical tests – descriptive statistics, cross-tabulation analysis, Khi-square tests (variables were in nominal and ordinal measurement level). Results were considered significant at a p-value<0.05 and a p-value<0.001. Results and discussion: As to obtaining information, its receiving in person at the pharmacy is essential for consumers. When buying OTC medicines and dietary supplements, personal contact with a person working in a pharmacy is important. Consumers who want to receive information about the use of OTC medicines/supplements regard it essential to receive this information in person at the pharmacy. However, consumers who desire to purchase over-the-counter medicine/dietary supplements outside the pharmacy do not consider it important to obtain this information in person at the pharmacy. There is no association between monthly net income and highest educational attainment and the use of over-the-counter medicine based on information obtained from an advertising campaign. The results show no relationship between the education, income, age group of Hungarian-speaking consumers in Slovakia and the use of OTC medicines based on information from advertising campaigns. Only one relationship was found between the age group of the Hungarian-speaking Slovakian consumer and the use of non-prescription medicines based on information from advertising campaigns. Conclusions: The results pointed out that although online OTC medicine purchases have gained ground, personal professional advice is important for the group of customers who buy products in person at the pharmacy. It is advisable for companies producing OTC preparations to focus both on consumers who prefer online ordering and those who prefer personal shopping. What is much more important is that the pharmacy staff is still an essential source of information, and they also help with self-diagnosis. From the sales perspective, it is important to maintain online trade as consumers demand it.

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“…OTC drugs facilitate self-medication, which is defined as an individual’s practice of acquiring and using medications without a medical prescription (Memisoglu, 2017) and overdose (Sawicka et al , 2019). The use of these medications is a concern in both developed and developing countries.…”

Section: Introductionmentioning

confidence: 99%

Vulnerability of poorly literate adult consumers regarding over-the-counter drugs

Bernardes

Mattoso

Bouzada

et al. 2020

IJPHM

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Purpose This study aims at verifying the impact of literacy on over-the-counter (OTC) drug consumer vulnerability as evaluated by health literacy and label comprehension. Design/methodology/approach The item response theory (IRT) was used to estimate the health literacy of two groups and the two-way analysis of variance tests was used to test the hypotheses for the existence of mean differences between the two populations. The convenience sample involved 188 OTC consumers: 94 (50%) poorly literate and 94 (50%) university students/graduates. Findings University consumers/graduates have a level of health literacy and label comprehension that is superior to those presented by poor literate consumers. Also, age does not influence the level of health literacy by OTC drug users but has a significant impact on the understanding of OTC drug labels. Finally, the level of schooling and the “age group,” simultaneously, does not impact the understanding of OTC drug labels or health literacy. Research limitations/implications This study has added in the field of knowledge by investigating the behavior of poor literate consumers in Brazil, a developing country. The results may be relevant to Marketing professionals, especially those in the pharmaceutical industry, and to police makers, as they help identify the main problems faced by poorly literate consumers. Practical implications It is necessary to raise awareness of the dangers of self-medication and wrong use of medications, mainly focused on people with low literacy. As a suggestion, a simple glossary presented along with the label could provide explanations of scientific terms, thus increasing health literacy and reducing the vulnerability of the consumers. Social implications This study showed that when using common words such as gastritis to define a health problem, there is a higher degree of correctness. These results suggest the adoption of a more straightforward language and more precise explanations. By doing that, the pharmaceutical industry and policymakers will improve their social impact by increasing consumer power and taking care of the health of the most vulnerable population: the illiterate people. Originality/value This study contributes to the international literature, as it enhances and clarifies the knowledge about the customers’ power and vulnerability in developing countries. It fills a gap by evaluating label comprehension and heath literacy at the same time, giving an academic contribution for pharmaceutical consumers’ studies.

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Marketing communications for over-the-counter drugs and non-pharmaceutical products: the professionals’ perspective

Cited by 5 publications

References 25 publications

Formation and development of pharmaceutical clusters as an innovative activity of territories

Formation and development of pharmaceutical clusters as an innovative activity of territories

Obtaining Consumer Information for the Purchase of Over-The-Counter Medicines and Food Supplements from Hungarian-Speaking Adult Consumers in Slovakia

Vulnerability of poorly literate adult consumers regarding over-the-counter drugs

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