scholarly journals Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing (Preprint)

10.2196/29422 ◽  
2021 ◽  
Author(s):  
Erin Willis ◽  
Marjorie Delbaere
Keyword(s):  
Pharmaceutical Marketing ◽  
Direct To Consumer

CyberRx

2014 ◽  
Vol 8 (2) ◽  
pp. 193-225 ◽  
Author(s):  
Charles Scott Rader ◽  
Zahed Subhan ◽  
Clinton D. Lanier ◽  
Roger Brooksbank ◽  
Sandra Yankah ◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Product Information ◽  
Pharmaceutical Marketing ◽  
Pharmaceutical Companies ◽  
Health Care Education ◽  
Content Type ◽  
Direct To Consumer ◽  
Online Consumer ◽  
Direct To Consumer Advertising

Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing. Design/methodology/approach – This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods. Findings – This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement. Originality/value – Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.

Globalization, Evolution and Emergence of Direct-to-Consumer Advertising: Are Emerging Markets the Next Pharmaceutical Marketing Frontier?

2012 ◽  
Vol 18 (4) ◽  
Author(s):  
Timothy Ken Mackey
Keyword(s):  
Global Health ◽  
Emerging Markets ◽  
Developed Countries ◽  
The United States ◽  
Market Potential ◽  
Pharmaceutical Marketing ◽  
Past Century ◽  
Direct To Consumer ◽  
Global Health Issue ◽  
Direct To Consumer Advertising

Pharmaceutical marketing has rapidly evolved over the past century and has now entered the digital revolution.  This is exemplified by the rise of direct-to-consumer-advertising (“DTCA”), which has traditionally been only allowed in the United States and New Zealand in developed countries, but is now expanding in reach to other jurisdictions.  Enabling the “globalization” of pharmaceutical DTCA is Internet-related technologies that are not limited to geographical borders and are highly unregulated.  This DTCA digital “spillover” into markets that prohibit it can have adverse impact on health outcomes and health-related spending.  Emerging markets may represent the next logically step for digital DTCA proliferation, given their untapped market potential and explosive growth.  Further research and global health policy reform is necessary to address this “emerging” global health issue.

Direct-to-Consumer Ads Found to Have Little Effect

2008 ◽  
Vol 39 (11) ◽  
pp. 78
Author(s):  
JONATHAN GARDNER
Keyword(s):  
Direct To Consumer
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