Disease awareness advertising (DAA) in emerging economy: A comparison between views of consumers and pharmaceutical professionals. Issue 2 (3rd April 2018)

• Record Type: Journal Article
• Authors: Banerjee, Saikat; Dash, Sampada Kumar
• Is Part Of: Health marketing quarterly. Volume 35:Issue 2(2018)
• Page Start: 134
• Page End: 150
• Publication Date: 2018-04-03
• Subjects: Attitude -- company personnel -- consumer -- DAA -- pharmaceutical; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2018.1490554
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: Research on effectiveness of DAA is limited. Existing researches explore impact of DAA only on relationship between drug manufacturers and consumers. However, in reality, pharma marketing revolves around three major stakeholders: the pharmaceutical companies, physicians and consumers. Pharmaceutical professionals on behalf of drug manufacturers have last mile connectivity with end users and they are an important stakeholder in this entire marketing relationship network. So, it is important for marketers to capture views of pharma professionals in addition to physicians and consumers. The current research evaluates views of consumers and pharmaceutical professionals about effectiveness of unbranded DAA for product message communication.