Physicians’ relationship with the pharmaceutical industry and its reflection in introduction of a new drug

Matikainen, Minna; Olkkonen, Leena; Katajavuori, Nina; Parvinen, Petri; Juppo, Anne

doi:10.1108/ijphm-09-2016-0048

Cited by 4 publications

(8 citation statements)

References 53 publications

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“…Persuasive detailing helps PSRs to persuade a physician to prefer their brand over other competing brands (Narayanan et al, 2005;Narayanan and Manchanda, 2009;Ching and Ishihara, 2012;Srivastava and Bodkhe, 2021). Janakiraman et al, 2008 discuss "Persistence Phenomenon" in physician's prescription behaviour which refers to the persistence and repetitive usage of a brand and is based on previous positive experiences with the brand (Waheed et al, 2011;Matikainen et al, 2017). Persuasive detailing helps a PSR to achieve significant levels of persistence with the brand and to develop trust from continuous brand usage (Bednarik, 2005).…”

Section: Persuasive Detailing For Established Brandsmentioning

confidence: 99%

“…Established brands are those which evoke loyalty in the prescription behaviour of a physician. Physicians tend to prescribe the same brand consistently based on their experience with the brand and successful results with treatment using the brands (Ahearne et al , 2010; Waheed et al , 2011; Ching and Ishihara, 2012; Matikainen et al , 2017; Srivastava and Bodkhe, 2021). The more established a brand is, the higher will be the returns on detailing a PSR can generate per call.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Janakiraman et al , 2008 discuss “Persistence Phenomenon” in physician’s prescription behaviour which refers to the persistence and repetitive usage of a brand and is based on previous positive experiences with the brand (Waheed et al , 2011; Matikainen et al , 2017). Persuasive detailing helps a PSR to achieve significant levels of persistence with the brand and to develop trust from continuous brand usage (Bednarik, 2005).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

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Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

Kulkarni,

Agrahari,

Sen

2023

IJPHM

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Purpose Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour. Design/methodology/approach This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses. Findings Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time. Research limitations/implications Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands. Practical implications This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand. Originality/value To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.

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Section: Persuasive Detailing For Established Brandsmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

Kulkarni,

Agrahari,

Sen

2023

IJPHM

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“…The relationship between the physicians and the sales representatives determines the speed of the adoption of new drugs [31]. Thus, positive relationships may facilitate early adoption while negative relationships may delay the adoption of drugs.…”

Section: Causes and Effects Of Unethical Behavior Among Pharmaceutical Sales Representativesmentioning

confidence: 99%

General Theory of Marketing Ethics and Unethical Behavior in the Pharmaceutical Industry Field

Sawad¹,

Andrews²

2021

Int j pharm res allied sci

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Most theoretical efforts in marketing ethics focus on the normative approach, not the positive approach. Theories emphasize formulating guidelines and rules that can assist marketers in their efforts to behave ethically; however, the general theory of marketing ethics is descriptive; the theory tries to explain the decision-making process for the condition having ethical content. The discussion and valuation process involves normative ethical notions based on moral philosophy. On the other hand, the theory indicates that a personal moral norms concept based on an understanding of the society moral values levels enables an individual to make ethical decisions. The societal level of moral norms promotes social trust, based on deontological ethics. Resulting in social trust, promoting businesses' productivity and economic growth. However, the broad understanding of marketing ethics needs a holistic understanding of the existing knowledge. This will help to identify and explore ethical issues involved in the marketing industry. The primary purpose of this paper was to provide critical analysis and synthesis of the literature related to the general theory of marketing ethics and the strategies that sales managers in the pharmaceutical industry use to improve ethical marketing training to reduce unethical sales representative behavior. The review is organized so it includes six primary sections: a general theory of marketing ethics, causes and effects of unethical behavior, benefits of addressing unethical behavior, challenges faced in addressing unethical behavior, relationship building as the appropriate strategy for addressing unethical behavior, and training strategies to reduce unethical behavior.

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“…Francer et al (2014) contend that developing countries share a very little global internal standard of self-regulatory. Matikainen et al (2017) found a mutually beneficial collaboration between pharmaceutical companies and physicians.…”

Section: Pharmaceutical Companiesmentioning

confidence: 99%

Understanding ethical/unethical behavior in pharmaceutical companies: a literature review

Marmat

Jain

Mishra

2020

IJPHM

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Purpose The purpose of this paper is to examine and review the available literature on ethical/unethical behaviour of pharmaceutical companies and to determine the ethical issues, unethical behaviour by analysing, summarising and categorising the factors related to these issues and unethical behaviour as were studied during the period 2008-2017. Essentially, this paper presents a critical analysis of the available literature on the subject and avenues for future research. Design/methodology/approach This paper adopted the systematic review approach to achieve the purpose of this study and examines the most relevant literature from online existing database sources, available between 2008-2017 by using the keyword search method. Then studies are categorised and summarised, using previously developed theories and frameworks, which have provided evidence to the universal consensus that ethical behavioural outcomes are dependent on the interplay of individual, organisational and environmental factors and have reordered to fulfil the purpose. Findings The findings identify that ethical issues related to pharmaceutical companies as were studied during the period 2008-2017 are drug pricing, drug safety and gift-giving. The organisational variables appeared to be the dominant cause of these ethical issues and unethical practices along with other determinants such as environmental and stakeholders. A large number of studies were in the western country context. Theoretical research has studied more comparatively empirical studies. Research limitations/implications This review provides insights for understanding the ethical issues, unethical behaviour and determinants related to these issues of pharmaceutical companies and provides insights where the literature is standing. This review only includes studies between 2008-2017, which are related to the ethical issue of pharmaceutical companies, therefore, the view is only of the past 10 years papers. This review provides gaps and insight into the source of ideas for future research and will help the researchers in guiding ethics-related information in the context of pharmaceutical companies. Practical implications This study will help the practitioners and policymakers in informing about the issues that required the urgent need to solve and will shed some light to focus and formulate strategies for successful competitive advantage. This study will help researchers who are seeking information related to ethics and ethical behaviour in pharmaceutical companies. Originality/value To the best of my knowledge, this review of understanding ethical/unethical behaviour in pharmaceutical companies of the past 10 years between 2008-2017 has not been done to date. This study is filling the gap by bringing all the information about ethics in pharmaceutical companies at one place, which works as an index of ethics-related study in this specific pharmaceutical company context.

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Physicians’ relationship with the pharmaceutical industry and its reflection in introduction of a new drug

Cited by 4 publications

References 53 publications

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

General Theory of Marketing Ethics and Unethical Behavior in the Pharmaceutical Industry Field

Understanding ethical/unethical behavior in pharmaceutical companies: a literature review

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