International Journal of Pharmaceutical and Healthcare Marketing: Volume 7 Issue 4

Resell versus direct models in brand drug distribution

Kathleen Iacocca, Yao Zhao, Adam Fein

The purpose of this paper is to compare the effectiveness of the Buy-and-Hold (BNH), Fee-for-Service (FFS), and Direct-to-pharmacy (DTP) agreements for the US pharmaceutical…

Prescription drug advertisements and older adults: a case for implicit memory

Ty Abernathy, Carolyn Adams-Price, Tracy Henley

Prescription drug advertisements are commonly seen in magazines and on television. Many drug ads are targeted toward older adults, who tend to use more medications and suffer from…

Marketing pharmaceutical and cosmetic products to the mature market

George P. Moschis, Leah Bovell

Because the growth in the elderly population is a worldwide phenomenon, it is essential for businesses to develop an understanding of the older consumer market. Older consumers…

DTC drug advertising ethics: laboratory for medical marketing

Michael Mackert, Marie Guadagno, Amanda Mabry, Lindsay Chilek

The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC…

The effects of DTCA on patient compliance: Exploring the impact of endorser selection and message tonality on patients with diabetes

Kai N. Bergner, Tomas Falk, Daniel Heinrich, Jörg A. Hölzing

This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and…

Editorial

Avinandan Mukherjee, Yam Limbu

Erratum