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| Tekijä: | Reast, J.D. (et. al) |
| Otsikko: | Prescription drug communication strategies: a comparative analysis of physician attitudes in Europe, the Middle East and the Far East |
| Lehti: | Journal of Marketing Management
2011 : MAR, VOL. 27:3-4, p. 336-360 |
| Asiasana: | pharmaceutical industry marketing management advertising advertising media consumer satisfaction health |
| Kieli: | eng |
| Tiivistelmä: | Extensive research is done into direct-to-consumer (DTC) advertising of prescription drugs in individualistic cultures. In contrast, using Hofstede's classification in selecting representative collectivist countries in high potential regions and conducting surveys of 308 physicians in Greece, the United Arab Emirates, and Taiwan, this article examines physician attitudes towards the value of drug manufacturers' communication strategies targeted to physicians and consumers. The analysis shows that physicians are satisfied with physician-targeted communication strategies and substantially value two-way interactive approaches, though their attitudes differ significantly across cultures towards the likely effects of DTC advertising, Greek physicians being the most opposed. However, they generally support unbranded disease awareness campaigns. The research findings thus imply that planned value creation for manufacturers and consumers through DTC advertising collides with the value delivery for the intermediary physician, delaying the expansion of this advertising policy. |
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