Prescription drug communication strategies: a comparative analysis of physician attitudes in Europe, the Middle East, and the Far East

Reast, Jon D., Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350, Palihawadana, Dayananda, Spickett-Jones, Graham and Barnes, Bradley R. 2011. Prescription drug communication strategies: a comparative analysis of physician attitudes in Europe, the Middle East, and the Far East. Journal of Marketing Management 27 (3-4) , pp. 336-360. 10.1080/0267257X.2011.547079

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Abstract

Research into direct-to-consumer (DTC) advertising of prescription drugs is extensive in individualistic cultures. In contrast, using Hofstede's classification to select representative collectivist countries in high potential regions and conducting surveys of 308 physicians in Greece, the United Arab Emirates, and Taiwan, this research investigates physician attitudes towards the value of drug manufacturers' physician- and consumer-targeted communication strategies. The analysis reveals that physicians are satisfied with physician-targeted communication strategies and greatly value two-way interactive approaches, though they have significantly differing attitudes across cultures towards the likely impacts of DTC advertising, with Greek physicians the most opposed. They generally support unbranded disease awareness campaigns though. The research findings thus suggest that planned value creation for manufacturers and consumers through DTC advertising conflicts with the value delivery for the intermediary physician, which delays the expansion of this advertising policy.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management R Medicine > RA Public aspects of medicine R Medicine > RM Therapeutics. Pharmacology R Medicine > RS Pharmacy and materia medica
Uncontrolled Keywords:	Direct-to-consumer advertising ; Drug marketing ; International ; Value creation ; Value delivery ; Advertising ethics
Additional Information:	Special Issue: Value Marketing in the Health Care Industry
Publisher:	Taylor & Francis
ISSN:	0267-257X
Date of First Compliant Deposit:	30 March 2016
Last Modified:	11 May 2023 19:03
URI:	https://orca.cardiff.ac.uk/id/eprint/19762

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