International Journal of Pharmaceutical and Healthcare Marketing: Volume 17 Issue 3

Factors affecting the intention to receive the Sinofarm vaccine

Davood Ghorbanzadeh

This study aims to explain the factors associated with receiving a specific brand of COVID-19 vaccine within the framework of the theory of reasoned action (TRA). This study…

Building trust and empowering informed decisions: effects of risk disclosure and call to action on young adults’ responses to dietary supplement advertising

Wenqing Zhao, Yan Jin, Elise Karinshak

This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on…

Why is India a popular destination for Bangladeshi medical tourists? A study based on perceived justice by Bangladeshi patients

Md. Noor Un Nabi, Sarif Mohammad Khan, S.M. Misbauddin, Kaniz Fatema

There is evidence of Bangladeshi citizens travelling to India to receive medical treatments, known as medical tourism. This study aims to explore the perceived justice dimensions…

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

Girish Ramesh Kulkarni, Suraj Agrahari, Sankar Sen

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…

How Novartis deploys a new model of creativity to understand patients better

Samuel Kenneth Zachary Knowles, Beyza Klein

To better understand the reality of living with the diseases and conditions that its drugs and therapies are developed to treat, the Novartis leadership determined a need for more…

Improving Patient Access Scheme in Malaysia: lessons from Italy

Amirul Ashraf, Siew Chin Ong

Medicine prices are increasing globally, including in Malaysia where previous studies show prices higher than international averages. Patient Access Scheme (PAS) is a mechanism…

Healthcare brands sound off: evaluating the influence of sonic branding in shaping consumer perceptions

Elyria Kemp, Steven W. Kopp, My (Myla) Bui

Brand management has traditionally enlisted visual branding elements, including the brand’s graphic logo, to distinguish and communicate the personality of the brand. However, as…

Increasing mobile health application usage among Generation Z members: evidence from the UTAUT model

Gokhan Aydin

The acceptance of mobile health (m-health) applications, especially those of a preventive nature, by individuals, is not well understood. Despite the benefits offered by m-health…

Do not run out of toilet paper! The risk communication on perceived risk on consumer behavior during the crisis COVID-19

Virgin Dones, Jose Flecha-Ortiz, Maria Santos-Corrada, Evelyn Lopez

At the onset of the COVID-19 pandemic, social distancing measures and diffuse communication by media led to consumers’ uncontrolled product purchases worldwide. This phenomenon…