International Journal of Pharmaceutical and Healthcare Marketing: Volume 15 Issue 4

Entrepreneurial doctors and consumerist patients: #plasticsurgery on Instagram

Claire Youngnyo Joa, Sung-Yeon Park

There is an increasing need for a better understanding of healthcare service marketing in social media. This paper aims to examine Under the framework of positioning theory…

Patient satisfaction and loyalty to the healthcare organization

Thi Le Ha Nguyen, Keisuke Nagase

Customer satisfaction is a tool for measuring providers’ service quality and may be evaluated based on measurement of perceived quality and customer expectations with respect to…

A holistic framework for patient experience: 5P model

Ayse Bengi Ozcelik, Kaan Varnali, Sebnem Burnaz

Hospitals have become competitive organizations striving to serve the needs of empowered consumers seeking positive experiences. As a result, the patient experience turns into a…

Research and development efforts in Indian pharmaceutical industry: How much does it matter?

Avinash Shivdas, Sougata Ray

The economic value generated by a firm is determined by the efficient management of its resources within a given business environment. The Indian pharmaceutical industry is highly…

Resisting stigma and evaluating realism in a direct-to-consumer advertisement for psychiatric drugs

Tara Walker

This study aims to examine how experience with mental illness influences perceptions of stigma and realism in a specific direct-to-consumer advertisement (DTCA) for bipolar…

The relationship among corporate social responsibility, sustainability and organizational performance in pharmaceutical sector: a literature review

Kanika Saxena, Sunita Balani, Pallavi Srivastava

This study aims to review the extant literature in pharmaceutical sector on corporate social responsibility (CSR), sustainability and organizational performance to explore if a…

Moderating effect of gender on adoption of digital health consultation: a patient perspective study

Ajitabh Dash, Anjan Kumar Sahoo

The purpose of this paper is to understand the factors influencing the adoption decision of patients towards digital consultation in India with gender as a moderating variable…

Examining the effect of servicescape, perceived service quality and emotional satisfaction on hospital image

Manik Batra, Udita Taneja

Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’…