Marketing dimensions in the prescription pharmaceutical industry: a systematic literature review

Abstract

The pharmaceutical market is experiencing significantly amplified research and development costs, as well as increasing price and other competitive pressures. This article presents a much-needed systematic review of the literature relevant to pharmaceutical marketing. The authors find that the order-of-entry effect is critical in the sector, but that both early-and late-entry strategies can be effective when coupled with the appropriate marketing strategies. Within this context, the present study reveals that promotion policy is the most relevant, followed by price policy, with product design policy surprisingly only third in importance. Distribution (place) is the least relevant in the pharmaceutical context. These findings are used to drive an agenda for future research in pharmaceutical marketing.

Models and theories of prescribing decisions: A review and suggested a new model

“…The conceptual model of the study will establish the influence of marketing efforts such as information of drug, brand drug, MRs and sales promotion on prescribing are similar to those outlined in the model of Stros et al 28. However, Stros et al , failed to report any moderating effect between marketing efforts and physician prescribing, which indicates a gap in related literature.…”

“…This study is an alternative attempt to determine physicians’ decisions within different theoretical concepts based on various theoretical backgrounds. Nonetheless, this combination offers the potential to develop a new conceptual framework that is synonymous with the scope of known scholarly works 5-8, 26-28. Under such a theoretical model, the irrational prescribing phenomena can be investigated, particularly in the developing countries, with the aim of better understanding how the factors contribute to improving physicians’ prescribing behavior.…”

“…However, this present model differs from Gallen’s model given that it considers the influence of other marketing efforts that include available drug information and branding on prescribing. The incorporation of these new variables will enable companies to adapt their current marketing concept based on the market and strategic requirements 28. Furthermore, this is a “physician-targeting” model53 that considers the effect of MRs on drug prescriptions, product properties and salespersons 28…”

“…Thus, the goal of marketing activities for pharmaceutical companies, such as drug information, free drug samples, and other promotional tools is to stimulate behavioral change in doctors as regards drug prescription. Furthermore, marketing strategies related to product, place, promotion and price are considered tools for motivating the physicians to prescribe specific brands 28. For instance, MRs have proposed expensive dinners to physicians along with an educational program about a new drug, or an innovative use of a drug already on the market.…”

“…More specifically, developing conceptual models of physician prescribing decision will bring rigor and comprehensiveness to the research stream 6. So far, few studies have been carried out in this area, with some now outdated to be of significant benefit to predictive value 5,6,26,27,28,29…”