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- Dynamic grey relational analysis-based supplier selection in a health-care
unit-
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Authors: Santonab Chakraborty, Rakesh D. Raut, T.M. Rofin, Shankar Chakraborty
Abstract: In the present-day highly customer-conscious service environment, supply chain management has become a critical component of health-care industry, helping in fulfilling patient expectation, optimizing inventory and automating departmental activities. Supplier selection is one of the crucial elements of health-care supplier chain, establishing mutually beneficial relationships with the reliable suppliers that provide the most value of money. Health-care supplier selection with feasible sets of alternatives and conflicting criteria can be treated as a multi-criteria decision making (MCDM) problem. Among the MCDM methods, grey relational analysis (GRA) appears as a potent tool due to its simple computational steps and ability to deal with imprecise data. The purpose of this paper is to explore the applicability of a newly developed MCDM tool for solving a health-care supplier selection problem. In GRA, the distinguishing coefficient (ξ) plays a contributive role in final ranking of the alternative suppliers and almost all the past researchers have considered its value as 0.5. In this paper, a newly developed MCDM tool, i.e. dynamic GRA (DGRA), is adopted to evaluate the relative performance of 25 leading pharmaceutical suppliers for a health-care unit based on nine important financial metrics. Instead of static value of ξ, DGRA treats it as a dynamic variable dependent on grey relational variator and ranks the health-care suppliers using their computed rank product scores. Based on rank product scores and developed exponential curve, DGRA classifies all the suppliers into reliable, moderately reliable and unreliable clusters, helping the health-care unit in identifying the best performing suppliers for subsequent order allocation. Among the reliable suppliers, alternatives A2 and A11 occupy the top two positions having almost the same performance with respect to the considered financial metrics. Application of DGRA along with determination of the most reliable suppliers would help in effectively adopting multi-sourcing strategy to increase resilience while diversifying the supply portfolio, thereby enabling the health-care unit to minimize chances of sudden disruption in the supply chain. It can act as an intelligent decision-making framework aiding in solving health-care supplier selection problems considering perceived risks and dynamic input data.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-08-06
DOI: 10.1108/IJPHM-11-2023-0098
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Purchase intent in social media for healthcare services: the influence of
value co-creation, brand equity and engagement-
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Authors: Walter Macêdo de Assis, Bruno Vilela
Abstract: This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally, this study analyzes the moderating role of purchase frequency. A sample of 110 respondents was surveyed using a self-administered questionnaire. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis. The findings reveal that SMM positively influences value co-creation perception. Value co-creation perception positively influences brand equity and consumer brand engagement. Brand equity positively influences purchase intention. The moderating role of frequency was confirmed. However, the effects of consumer brand engagement on purchase intention were not confirmed. The study findings enable healthcare marketers to develop social media marketing and branding strategies to engage consumers and increase perceived value, brand equity and purchase intention of healthcare services. To the best of the authors’ knowledge, this study is the first to introduce SMM as an antecedent of the relationship between value co-creation and brand equity. This study is also the first to test the relationship between value co-creation and brand equity in the healthcare sector. A new integrated model was proposed to understand the effects of SMM on the intention to purchase healthcare services.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-07-22
DOI: 10.1108/IJPHM-06-2023-0057
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Revealing the synergetic influence of pharmaceutical marketing strategies
on physician prescription patterns: a moderated mediation investigation-
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Authors: Zahid Ilyas, Mushtaq Ahmad Siddiqi
Abstract: This study aims to investigate the combined impact of pharmaceutical marketing strategies, specifically free drug samples and interactions with medical representatives, on physicians’ attitudes and prescribing behavior in Jammu and Kashmir, India. To achieve this objective, data were collected from a sample comprising 425 physicians. A six-point forced-choice Likert scale was used for data collection, and cluster sampling techniques were used in the study design. The study reveals significant insights into pharmaceutical marketing’s influence on physician behavior. Free drug samples exert a positive influence on both physician attitudes and prescribing behavior. Physicians’ attitudes, in turn, significantly affect their prescribing decisions. Mediation analysis demonstrates that free drug samples indirectly influence prescribing behavior through shifts in physician attitudes. Effective medical representatives amplify this influence, as stronger associations between free drug samples and physician attitudes are observed when representatives are more effective. This research contributes by unraveling the intricate dynamics between marketing strategies, physician attitudes and prescribing behavior in Jammu and Kashmir, India. It underscores the importance of ethical pharmaceutical marketing practices, highlighting the substantial role of free drug samples and the crucial function of effective medical representatives in shaping physician behavior. Ultimately, this study sheds light on how responsible pharmaceutical marketing and adept medical representatives can improve health-care outcomes in the region.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-07-22
DOI: 10.1108/IJPHM-09-2023-0081
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- COVID-sumers: consumers’ feelings due Covid-19 pandemic in Brazil and
potential implications for services marketing-
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Authors: Mellina da Silva Terres, Simoni F. Rohden, Letícia Vedolin Sebastião
Abstract: The changes in the service context due to COVID-19 have challenged service marketers to understand and react to consumers’ feelings that impact their shopping behavior in services. Moreover, consumers had to face a challenging situation with an impact on mental health. This study aims to assess the impact of spirituality and compassionate love as coping mechanisms that might increase hope, which, in turn, decreases anxiety. Hope also mitigates the impact of fear on anxiety. The authors also investigate the mediate effect of hope in its relationship to spirituality and well-being during the pandemic in Brazil and its potential impact on services marketing. To investigate the relationship between fear, anxiety, hope, compassionate love, spirituality and well-being, the authors conducted an online survey with 469 Brazilians who had been in quarantine for more than 45 days. To conduct the investigation, the authors used a purposive sampling to reach respondents due to the exceptional situation of the COVID-19 pandemic. Using a structural equation model, the authors found that hope is a mediator with a buffer effect on the relationships between anxiety and fear and between spirituality and anxiety. Moreover, the authors found that hope mediates the relationship between spirituality and well-being, leading to greater levels of well-being. Service companies in general can benefit from using these findings to better manage their relationships with consumers during and after COVID-19 pandemic. The sample included only Brazilian respondents, and pre-pandemic well-being was not measured. There is evidence that traumatic events (e.g. war) influence feelings and consumer behavior. The findings suggest that the adoption of practices related to spirituality during an extreme, stressful situation has an influence on people’s hope and potentially mitigates anxiety. Increasing spirituality and hope can also benefit perceptions of well-being. Besides, in this context, the authors recommend that service providers communicate unobservable elements in a transaction (e.g. care, safety) by providing observable signals of spirituality and hope to reduce negative emotions.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-06-13
DOI: 10.1108/IJPHM-04-2022-0034
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Role of fashion-consciousness, health-awareness and environmental concerns
on millennials’ usage of smartwatches-
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Authors: Srushti Gadge, Sneh Kasera, Rajiv Yeravdekar, Ankit Singh, Vivek Borlepawar
Abstract: This paper aims to understand the underlying motivations and factors that drive millennials to embrace smartwatches as fashionable accessories, health monitoring tools and eco-friendly alternatives. In June–July 2022, a cross-sectional study was conducted, gathering 285 complete responses through an online survey using convenience sampling. These responses were then analyzed to obtain valuable insights using structural equation modeling. This study’s findings confirm the mediation effect of fashion innovativeness on the relationship between subjective norms and attitudes toward smartwatch usage (b = 0.034, lower limit confidence interval (LLCI) = 0.007, upper limit confidence interval (ULCI) = 0.086, p = 0.015). In addition, it highlights the mediating role of healthology in the association between subjective norms and attitudes toward using smartwatches (b = 0.062, LLCI = 0.006, ULCI = 0.151, p = 0.029). This research has limitations in terms of sample representativeness, self-reported data, cultural and regional factors and technological advancement. Understanding millennials’ motivations behind smartwatch usage has implications for marketers, designers and manufacturers in targeting this generation effectively. By highlighting smartwatches’ fashion-forward and health-conscious aspects, companies can appeal to millennials’ preferences and develop innovative features that align with their values. This study provides validation for the increased level of environmental concerns among millennials, emphasizing its substantial influence on their purchasing decisions when it comes to smartwatches. Furthermore, it highlights that health-consciousness holds greater significance than fashion-forwardness as a determining factor for consumers of smartwatches. This pioneering study explores the adoption intentions of smartwatch usage, examining it from the unique perspectives of health theology and environmental concerns. By delving into these novel dimensions, the research fills a significant gap in the existing literature. It contributes to a deeper understanding of the factors influencing millennials’ decision-making processes when embracing smartwatches.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-06-05
DOI: 10.1108/IJPHM-06-2023-0047
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Managing my own health! An ancillary outlook on pharmaceutical and health
supplements consumption-
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Authors: Boon-Liat Cheng, Tat-Huei Cham, Zijie Gao, Mohd Fairuz bin Abd Rahim, Teck Chai Lau, Michael M. Dent
Abstract: The surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences. Using purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework. Results revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention. The insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-15
DOI: 10.1108/IJPHM-06-2022-0057
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- A review of the literature on the new European Medical Device Regulations
requirements for increased clinical evaluation-
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Authors: Olivia McDermott, Breda Kearney
Abstract: The European Union (EU) Medical Device Regulations (MDR) 2017/745 entered into force on May 2021 with changes related to strengthening the clinical evaluation requirements, particularly for high-risk devices. This study aims to investigate the impact of these strengthened requirements on medical device manufacturers by investigating the challenges they encounter while generating an MDR-compliant clinical evaluation report. A systematic literature review was carried out using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses method of peer-reviewed literature and various government jurisdictional reports and legislation. The findings from the study understanding what constitutes sufficient clinical evidence poses the biggest challenge to the generation of an MDR-compliant clinical evaluation report. Resulting from the challenges they are facing, manufacturers of certain CE-marked medical devices are planning to remove (and have removed) devices from the EU market upon expiration of their certificate, and in the case of new and innovative devices, some manufacturers are planning to launch in other markets ahead of the EU. These challenges will lead to a potential shortage of certain medical devices in the EU and a delay in access to new devices, thereby negatively impacting patients’ quality of life. This study provides a unique insight into the challenges currently experienced by medical device manufacturers as they transition to the MDR clinical evaluation requirements and the subsequent impact on the continued availability of medical devices in the EU. A limitation is the lack of literature analysing the regulations and their effects. This study has both theoretical contributions in that, to the best of the authors’ knowledge, it is the first detailed and systematic review of the new MDR Regulations and has implications for practice as manufacturers and policymakers can leverage it alike to understand the challenges of the new MDR.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-13
DOI: 10.1108/IJPHM-07-2023-0060
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Examining the impact of pharmacist professionalism and celebrity endorsers
on dietary supplement purchase intention: the moderating role of product
knowledge-
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Authors: Shihyu Chou, Chi-Wen Chen, Zi-Ling Shen
Abstract: This study aims to explore how consumers’ purchase intentions concerning dietary supplements are affected by two pivotal factors: pharmacist professionalism and celebrity endorser attractiveness. In addition, this study investigates the moderating role of consumers’ awareness of product knowledge about dietary supplements in the relationship between brand trust and purchase intention. The research data was collected through online questionnaires from a convenience sample of 340 individuals residing in Taiwan. The research model, consisting of four hypotheses, was formulated based on a literature review. The partial least squares structural equation modeling technique was used for data analysis. The findings indicate positive effects of both pharmacist professionalism and celebrity endorser attractiveness on dietary supplement brand trust. The results also suggest a significant impact of brand trust on purchase intention. Finally, product knowledge significantly moderates the relationship between brand trust and purchase intention. The findings from this study provide valuable insights for marketers, pharmacists and practitioners about the drivers of consumers’ dietary supplement purchase behavior. It will enable marketers to develop better strategies for the dietary supplement market segment. This paper has made a significant contribution to the understanding of consumer buying intentions toward dietary supplements, addressing a gap in the literature. First, unlike previous research, this study considers both pharmacist professionalism and celebrity endorser attractiveness in the research model, effectively bridging this gap. Furthermore, this study identifies the pivotal role of brand trust as a critical factor in enhancing consumers’ purchase intentions toward dietary supplements, offering valuable insights for dietary supplement companies regarding consumer purchase decision-making.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-08
DOI: 10.1108/IJPHM-08-2023-0076
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- The influence of brand awareness on brand equity: an investigation among
dentists and their prescription behavior-
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Authors: Alireza Sheikh, Newsha Asemani
Abstract: This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality. This research is applied in terms of the objective and descriptive survey in terms of methodology because its objective is to describe the studied conditions or phenomena and also the relationship between research variables that have been conducted in the field method. The results explained that 53% of respondents are female and 47% of respondents are male. Most respondents are between 30 and 40 years old, and the youngest respondents are less than 30 years old. Most respondents were specialists, and the 134 respondents were subspecialists. The results explained that the significance level of the Kolmogorov–Smirnov test for research variables is less than 0.05 and has an abnormal distribution. The abnormality of the data in this study directed the authors to use PLS software to analyze the data. To the best of the authors’ knowledge, it is the first time that research is prepared to study the impact of these marketing parameters on dentists’ prescription behavior.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-07
DOI: 10.1108/IJPHM-03-2022-0026
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Resistance to persuasion as a maladaptive coping response to anti Covid-19
message: a protection motivation theory perspective-
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Authors: Fayçal Boukamcha
Abstract: The purpose of this paper is to shed light on the protection motivation theory’s (PMT) maladaptive coping response to anti-Covid-19 preventive persuasive appeals. PMT is based on coping appraisal that may lead to either an adaptive- or a maladaptive coping response. It has been suggested that the maladaptive coping response is not sufficiently investigated and can be represented by individuals’ resistance to anti-Covid-19 persuasive messages. It has been also supposed that resistance is predicted and modeled through a set of cognitive, affective and individual factors such as information processing style, fear arousal, gender and coping self-efficacy. An experiment and a survey were conducted online on a random sample of 290 individuals. The sample was divided into two groups, each of which was exposed to an anti-Covid-19 persuasive message. The findings show that resistance to anti-Covid-19 persuasion is not directly predicted by the individual’s exposure to the message, but channeled through an affective and a cognitive process. It was also reported that resistance is predicted by both the reflective and the nonreflective information processing styles, which are in turn predicted by a high versus a low fear arousal. Fear arousal level was shown to be moderated by gender and coping self-efficacy. This research brings additional insight to the PMT in so far that it highlights the maladaptive coping response through resistance to persuasion in a pandemic context.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-06
DOI: 10.1108/IJPHM-11-2022-0094
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Study of factors affecting customer patronage: engagement model of health
insurance-
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Authors: Atanu Bhattacharyya, Avinash Rana, Mohd Imran Khan
Abstract: Improving health outcomes requires a robust health-care service model that delivers cost-efficient services and increase customer patronage. The purpose of this study is to examine how service quality and convenience influence perceived value, satisfaction and customer patronage of health insurance policyholders. Based on contemporary research, this study further investigates the moderating role of trust, inertia, insurer type and word-of-mouth (WOM) on relationship between satisfaction and customer patronage. This study conceptualized the dimensions of SERVQUAL and SERVCON as drivers of perceived value leading to satisfaction and finally customer patronage in presence of four moderators. To test the hypotheses, data from 500 consumers who had a running health insurance policy was collected and analyzed using partial least square path modeling. The results of this study showed service quality and convenience dimensions significantly affected perceived value. Perceived value strongly influenced satisfaction and customer patronage intentions. Satisfaction had a significant positive effect on patronage. WOM and trust moderated the satisfaction–patronage relationship for recommendation intention but not repurchase intention. The moderators had an indirect bearing on customer patronage. Such an engagement ecosystem can be considered to be a revolution, as it will change the way businesses are conducted and how stakeholders interact with one another. This study adapts and integrates the SERVQUAL and SERVCON models to health insurance domain. Second, this study conceptualizes a modified view of post-benefit convenience relevant for health insurance as policy renewal intention rather than returns/exchanges. This addresses a gap in the SERVCON scale's applicability to insurance services. This study also makes a novel attempt of examining implication of WOM and trust in health insurance domain.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-05-02
DOI: 10.1108/IJPHM-03-2023-0024
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Factors affecting COVID-19 vaccine uptake in Vietnam: an extended COM-B
model-
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Authors: Truong Nguyen Xuan, Ngoc Bui Hoang, Phuong Pham Thi Lan
Abstract: Many countries have a significant vaccination hesitancy rate regardless of vaccine prosperity. This study aims to identify factors restricting hesitancy and fostering vaccination intention and uptake against coronavirus in Vietnam. The study has proposed an extended COM-B model based on the Theoretical Domains Framework to explore critical factors influencing vaccination intention and uptake in Vietnam. A database was collected from 1,015 suitable respondents who had received at least one dose of the COVID-19 vaccine, and ten hypotheses were tested by the partial least squares structural equation model. The findings showed that six factors, including knowledge, experience, resource, social influence, belief and reinforcement, have either direct or indirect positive effects on COVID-19 vaccine uptake behavior. The output also indicated that personal experience positively affects vaccination intention and uptake. This study contributes to understanding COVID-19 vaccine uptake behavior by identifying several direct and indirect factors of the extended COM-B model that include “knowledge” and “reinforcement” in shaping behavior change. The study adds to the literature on COVID-19 vaccine uptake behavior and could help achieve higher vaccination rates, ultimately leading to better control of the pandemic.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-04-29
DOI: 10.1108/IJPHM-03-2022-0028
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Examining how and why service quality fosters patients’ revisit
intentions: evidence from Pakistan-
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Authors: Sundas Pervaiz, Usman Javed, Amir Rajput, Shoaib Shafique, Rabia Tasneem
Abstract: Drawing upon the stimulus-organism-response model, this study aims to explore the impact of soft aspects of service quality on revisit intention through the mechanism of perceived empathy. For the examination of the hypothesized relationships, the study adopts structural equation modelling to analyse the data of 562 respondents (i.e. 281 family members and 281 inpatients). The empirical results suggest that service quality increased family member empathy perception, which, in turn, improved inpatients’ revisit intentions. Past studies have focused on the roles of overall service quality. The authors have extended the literature by examining the specific but important aspect of service quality and its effects on emotional response. Importantly, the study explains that the affective reactions of a patient’s family, fastened with perceived empathy, have a central role in influencing the patients’ subsequent reactions. Moreover, the prior studies collected the data either from hospital employees or patients. However, in the present study, the authors used a unique sample (family members as well as patients) to have a deeper understanding. Thus, the study enhances the literature on the stimuli-response (i.e. service quality – revisit intentions) relationship in the context of service marketing in general and health care in specific. Important academic and managerial contributions and recommendations for future research are discussed.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-04-16
DOI: 10.1108/IJPHM-11-2021-0110
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Investigating impact of health belief and trust on technology acceptance
in smartwatch usage: Turkish senior adults case-
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Authors: Nalan Gündüz, Selim Zaim, Yaman Ömer Erzurumlu
Abstract: This paper aims to investigate the influence of health beliefs and trust by senior adults as associated with the perceived ease of use and perceived usefulness, for the acceptance of smart technology with a focus on smartwatch technology. Structural equation modeling is used to conceptualize the model using survey data collected from 243 randomly selected senior adults 60+ years of age. This paper presents that perceived usefulness, perceived ease of use, trust and health belief are direct and indirect predictors of senior adults’ technology acceptance and intention to use smartwatch technology. The study reveals the moderator effect of social influence on relation between perceived usefulness, perceived ease of use and intention to use. The authors highlight the effect of health belief and trust on perceived usefulness and perceived ease of use and the role of intention to use smartwatch technology. The authors contribute bridging developers of health technologists and senior adults as end-user perspectives. For marketing of health-care technology products, specifically smartwatch, to seniors, a focus on health beliefs and trust is essential to build, maintain and improve perceived usefulness and perceived ease of use. The present study contributes empirical evidence to the literature on factors affecting the acceptance of the smartwatch technology by senior adults.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-04-12
DOI: 10.1108/IJPHM-11-2022-0102
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Modeling telemedicine consumer behavior amid COVID-19 pandemic
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Authors: Archana Shrivastava, Ashish Shrivastava
Abstract: This study aims to investigate the consumer behavior toward telemedicine services in India during the COVID-19 pandemic onset. With lockdown restrictions and safety concerns in visiting brick-and-mortar clinics or hospitals during the pandemic, Telemedicine had emerged as a potent alternative for seeking redressal to health issues. Based on theory and focus interviews with the telemedicine users, the researchers proposed a model to understand the intent and actual usage of telemedicine in India. The cross-sectional study undertaken used a questionnaire designed on a seven-point Likert scale and administered to respondents with the objective of identifying the determinants of intent and actual usage of telemedicine services. Simple random sampling was used to collect primary data. The data was cleaned and finally a sample of 405 responses complete in all respects was considered for analysis. The questionnaire comprised of 34 items and following the recommendation of Hair et al. (2016), which says the minimum sample size in structural equation modeling should be ten times the number of indicator variables, a sample size of 405 was deemed adequate. The research paper finds that performance expectancy, attitude, credibility and self-efficacy positively impact the intention of consumers to use telemedicine services. As the effort expectancy or risk perception toward telemedicine increases the intent and actual usage of telemedicine decreases. The intention to use telemedicine emerged as a strong predictor of the actual usage of telemedicine. Intent to use telemedicine was explained 81.4% by its predictors of performance expectancy, effort expectancy, attitude, risk, credibility and self-efficacy, and actual usage was explained 79.9% by its predictors. This study also reports that telemedicine was found to be popular among chronic as well as episodic patients though the preference was skewed in favor of the episodic patients. One of the advantages of telemedicine is its availability round the clock, and the study found that 8 a. m. to 12 noon time slot as the most preferred slot for seeking telemedicine services. Chang (2004) opined that telemedicine can fulfill the needs of all stakeholders: citizens, health-care consumers, medical doctors and health-care professionals, policymakers, and so on. Considering the promise telemedicine holds, this realm must be studied and leveraged to the full potential. The study found that patients were using telemedicine even for their day-to-day aliments. This indicates a growing popularity of telemedicine and as such an opportunity for telemedicine companies to leverage it. In India, pharmaceutical companies cannot give commercial advertisements for medicines, and the same can only be sold through a registered medical practitioner’s prescription. As such there is total dependency on the medical practitioner for the sale of medicines. Telemedicine companies offer services of home delivering medicines clubbed with medical consultation thus giving them forward integration in their business models. Using telemedicine the patients had control over the timings of the services offered, and as such the waiting time to get a consultation and subsequent treatment was reduced considerably. Best medical advice from across the globe is available to the patient at less cost. Medical practitioners also stand to benefit as they can treat a variety of cases, collaborate among the medical fraternity and give consultation safely in case of fatal contagious diseases. This study points to a definite growing popularity of telemedicine services not only in episodic patients but also chronic patients. Telemedicine with its unique advantages holds the promise to grow exponentially in the future and is a compelling health-care segment to focus on for delivering health-care solution to the geographically distant consumers.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-03-21
DOI: 10.1108/IJPHM-08-2021-0085
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Identifying the hospital logistics key performance indicators for public
hospitals in remote areas of Thailand-
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Authors: Pornwasin Sirisawat, Tipavinee Suwanwong Rodbundith, Narat Hasachoo
Abstract: This study aims to investigate and classify the hospital logistics key performance indicators (KPIs) using the context of public hospitals in remote areas. The public hospitals in northern Thailand were selected for the case study. The questionnaire was developed and used to collect data from hospital logistics experts. Then, the analytic hierarchy process (AHP) method was used to evaluate the hospital logistics KPIs in each dimension. This research found that the procurement management dimension is ranked highest. Information and technology management is the last rank in the hospital logistics KPIs used for public hospitals in remote areas. The public hospitals located in northern Thailand were selected for the case study. Fuzzy multi-criteria decision-making methods can be used to reduce the vagueness of the values. The results from this study can be a guideline for hospitals to improve the efficiency of their logistics operations. The decision-makers in the hospital can use these results to improve the hospital’s logistics performance in the future, which could help increase the service level and the safety of the patients. The hospital logistics KPIs were revised, and the crucial KPIs were prioritized for improving the hospital logistics using the AHP method.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-03-12
DOI: 10.1108/IJPHM-06-2023-0053
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Exploring the emotions and decision-making of consumers for elective
healthcare and hedonic adaptation-
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Authors: Vanessa Quintal, Abhinav Sood, Ian Phau
Abstract: The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure. Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures. The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty. From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-02-26
DOI: 10.1108/IJPHM-06-2023-0056
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- Drivers of wearable fitness technology adoption for health care: an
investigation through organismic integration and regulatory focus theory-
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Authors: Syed Waqar Haider, Hammad Bin Azam Hashmi, Sayeda Zeenat Maryam
Abstract: In the prior literature, the motivation to adopt wearable fitness technology (WFT) has been linked with either intrinsic or extrinsic. However, how the subcategories of extrinsic motivations (identified, introjected and external) affect the consumers’ WFT adoption decision remains sparse. Furthermore, do regulatory focus (prevention vs promotion) and gender differences the effects of different motivations on WFT adoption is almost unknown in the health-care marketing literature. This study aims to fill the above-mentioned gap and to unfold the WFT adoption beyond the traditional motivation by incorporating the organismic integration theory (part of self-determined theory) and regulatory focus theory. This study used a questionnaire-based survey. Using the “AMOS” survey, questionnaire responses of 641 respondents were analyzed and validated by using structural equation modeling. All the variables were adopted from the literature. The results show that intrinsic, identified and external motivations have the greatest impact on consumers’ decisions, while introjected motivation was not significant directly. The moderation effects of regulatory focus are significant in such a way that prevention focus influences the introjected motivation and promotion focus affects the external motivation and WFT adoption decision. Furthermore, the findings on gender moderation suggest that women are more intrinsically motivated, and men are more externally motivated for WFT adoption. The new insights and contributions of this study provide a better understanding of WFT adoption and help sellers develop more effective marketing strategies. This study incorporates subcategories of extrinsic motivations to provide a deeper understanding of consumers’ behavior. Furthermore, this study applies a unique framework of organismic integration theory to consumers’ WFT adoption. It is also among very few research that investigate regulatory focus and gender impact on consumers’ WFT adoption.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-02-19
DOI: 10.1108/IJPHM-11-2022-0101
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- The use of tracker technologies on branded prescription drug websites:
privacy, data acquisition and programmatic advertising-
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Authors: Neil Alperstein
Abstract: The purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies. The research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites. Findings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data. The 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time. Branded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research. This study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem. This study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2024-02-16
DOI: 10.1108/IJPHM-02-2022-0015
Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
- What determines the performance of pharmaceutical firms in India on
account of COVID-19 interventions'-
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Authors: Ashu Lamba, Priti Aggarwal, Sachin Gupta, Mayank Joshipura
Abstract: This paper aims to examine the impact of announcements related to 77 interventions by 46 listed Indian pharmaceutical firms during COVID-19 on the abnormal returns of the firms. The study also finds the variables which explain cumulative abnormal returns (CARs). This study uses standard event methodology to compute the abnormal returns of firms announcing pharmaceutical interventions in 2020 and 2021. Besides this, the multilayer perceptron technique is applied to identify the variables that influence the CARs of the sample firms. The results show the presence of abnormal returns of 0.64% one day before the announcement, indicating information leakage. The multilayer perceptron approach identifies five variables that explain the CARs of the sample companies, which are licensing_age, licensing_size, size, commercialization_age and approval_age. The study contributes to the efficient market literature by revealing how firm-specific nonfinancial disclosures affect stock prices, especially in times of crisis like pandemics. Prior research focused on determining the effect of COVID-19 variables on abnormal returns. This is the first research to use artificial neural networks to determine which firm-specific variables and pharmaceutical interventions can influence CARs.
Citation: International Journal of Pharmaceutical and Healthcare Marketing
PubDate: 2023-12-29
DOI: 10.1108/IJPHM-05-2023-0039
Issue No: Vol. 18, No. 3 (2023)
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Hybrid journal (It can contain Open Access articles)
