scholarly journals STUDY OF PREVALENCE AND EFFECTIVENESS OF PROMOTIONAL TECHNIQUES IN RETAIL PHARMACEUTICAL MARKET

2020 ◽  
Vol 7 (4) ◽  
pp. 14-24
Author(s):  
Said Y. Ben ◽  
N.V. Pyatigorskaya
Keyword(s):  
Ad Hoc ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Pharmaceutical Market ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Sales Representatives ◽  
Cross Sectional ◽  
Pharmaceutical Sales ◽  
Common Opinion

This research aims to identify the most effective and prevalent promotional techniques used in retail pharmaceutical market. A cross-sectional study was carried out in Riyadh (Kingdom of Saudi Arabia) using the non-repeated random sampling technique. Ad hoc developed questionnaires were administered by means of face-to-face interviews or online via web software Sphinx (Python Documentation Generator). The relative importance of prevalence and the mean evaluation of effectiveness were determined for all studied marketing tools and for all groups of respondents (pharmaceutical sales representatives, community pharmacists, consumers, and the entire sample). Based on the results obtained, studied promotional techniques were ranked for prevalence and effectiveness. ANOVA and Scheffé test were used for determining the inter-group differences in average values of prevalence and in mean evaluation of effectiveness, while inter-individual differences were assessed by computing the coefficient of variation. Research findings showed that, according to all respondents, the most effective promotion technique was digital marketing, how- ever, all respondents considered digital marketing to be the least prevalent promotion technique. According to consumers and to the common opinion of all respondents, the most prevalent promotion technique in community pharmacies was merchandising, but, according to consumers, pharmaceutical sales representatives and common opinion of all respondents, the strength of impact of merchandising on consumers’ purchasing decisions (perceived effectiveness) was the least. The results of the present research contribute to the theory of pharmaceutical marketing; they may be useful to regulatory policy specialists, providing the better un- derstanding of which promotion techniques are commonly used in the retail pharmaceutical market; they can help pharmaceutical companies to focus on the most effective promotion methods, identifying which of promotion techniques are perceived as the most effective for marketing communication and having the strongest impact on consumers’ purchasing decisions.

scholarly journals Influence of Sales Promotion Techniques on Consumers’ Purchasing Decisions at Community Pharmacies

Pharmacy ◽  
2019 ◽  
Vol 7 (4) ◽  
pp. 150 ◽  
Author(s):  
Younes Ben Said ◽  
Nicola Luigi Bragazzi ◽  
Natalia Valeryevna Pyatigorskaya
Keyword(s):  
Community Pharmacists ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Sales Promotion ◽  
Community Pharmacies ◽  
Purchasing Decisions ◽  
Cross Sectional ◽  
Pharmaceutical Sales ◽  
Research Findings ◽  
Trade Promotion

This research aims to identify the most prevalent and impactful sales promotion tools used by pharmaceutical companies on consumers’ purchasing decisions at community pharmacies. A cross-sectional study design was carried out using the non-repeated random sampling technique. Standardized questionnaires were administered by means of face-to-face interviews or via emails. The relative importance of prevalence (RIP) and the mean evaluation of effectiveness (MEE) were determined for all studied marketing tools for the different groups of respondents (pharmaceutical sales representatives (PSRs), community pharmacists, consumers, and the entire sample). Inter-individual differences in RIP and MEE were assessed by computing the coefficient of variation, whereas inter-group differences were determined by one-way analysis of variance (ANOVA) with the Scheffé test as a post-hoc test. Research findings showed that, according to all respondents, the consumer promotion technique had the strongest impact on consumers’ purchasing decisions while merchandising was the most common sales promotion technique at community pharmacies. PSRs and pharmacists identified trade promotion as the most effective and prevalent technique. Furthermore, research findings showed that, according to all respondents, the following sales promotion tools had the strongest impact on consumers’ purchasing decisions: arrangement and design of showcases among the studied tools for merchandising; buy 1 and get 2 among the studied tools for consumer promotion; and gifts among the trade promotion studied tools. The same tools were identified as the most prevalent by all respondents. Free samples of promoted products appeared to be the most prevalent tool, but at the same time was the least effective. In conclusion, the results of the present research enable an understanding of which sales promotion tools are commonly used at community pharmacies and which ones have the strongest impact on consumers’ purchasing decisions.

scholarly journals Prevalence and Perceived Effectiveness of Pharmaceutical Digital Marketing among Community Pharmacies in Saudi Arabia: A Cross-Sectional Questionnaire-Based Survey

Pharmacy ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 9
Author(s):  
Younes Ben Said ◽  
Nicola Luigi Bragazzi ◽  
Natalia Valeryevna Pyatigorskaya
Keyword(s):  
Digital Media ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Cross Sectional ◽  
Digital Platforms ◽  
Social Media Networks ◽  
Direct To Consumer

This research analyzes the direct-to-consumer digital marketing technologies in terms of prevalence and effectiveness. A cross-sectional study design was carried out using the non-repeated random sampling technique. Standardized questionnaires were administered by means of face-to-face interviews or online via web software Sphinx (Python Documentation Generator). The relative importance of prevalence (RIP) and the mean evaluation of effectiveness (MEE) were determined for all studied digital media and for all the different groups of respondents (pharmaceutical sales representatives, community pharmacists, consumers, and the entire sample). Inter-individual differences in RIP and MEE were assessed by computing the coefficient of variation, whereas inter-group differences were determined by one-way analysis of variance (ANOVA) with the Scheffé test as a post-hoc test. Research findings showed that, according to the opinion of all respondents, pharmaceutical promotional tools were more prevalent on healthcare websites. However, all respondents considered social media networks and chat messengers to be the most effective in terms of marketing communication. In conclusion, the results of the present research enable a better understanding of which digital platforms are more often used as media for direct-to-consumer pharmaceutical promotion, and which ones are perceived as the most effective for marketing communication.

scholarly journals Knowledge, perceptions and practices of pharmacists regarding generic substitution in China: a cross-sectional study

BMJ Open ◽  
2021 ◽  
Vol 11 (10) ◽  
pp. e051277
Author(s):  
Jinghan Qu ◽  
Wei Zuo ◽  
Shaohong Wang ◽  
Liping Du ◽  
Xin Liu ◽  
...  
Keyword(s):  
Generic Substitution ◽  
Generic Drugs ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Knowledge Score ◽  
Cross Sectional Study ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Factors Affecting ◽  
True Value

ObjectiveTo evaluate pharmacists’ knowledge, perceptions and practices towards generic substitution in the 11 pilot locations in China.DesignAn online cross-sectional survey using questionnaires was conducted. A convenience sampling technique was implemented to recruit pharmacists.Setting and participantsThe study took place in medical institutions of 11 pilot locations that participated in the pilot national centralised procurement programme in 2019. Two thousand two hundred and ninety-one pharmacists including hospital pharmacists or community pharmacists based on health-systems or clinics participated in the study.ResultsMost of the participants had the good knowledge of requirements for evaluating the quality and efficacy of generic drugs (n=2118; 92.4%), and the definition of generic drugs (n=2078; 90.7%). In terms of perceptions, 67.3% of respondents were of the opinion that generic drugs are equally as effective as the brand-name drugs, and 69.0% of respondents were of the opinion that generic drugs are as safe as brand equivalents. A high percentage of participants supported the policy of generic substitution (n=1634; 71.4%). A significant positive correlation was demonstrated between total knowledge score and total perception score (ρ=0.267; p<0.001). Efficacy, safety and the direction of national policies and hospital regulations were the main factors affecting pharmacists’ willingness to dispense generic drugs.ConclusionsThe study identified gaps in respondents’ knowledge and perceptions of generic substitution. Pharmacists who are more knowledgeable in generic drugs tend to hold a more supportive attitude towards generic substitution. Although it appeared that pharmacists in China have largely accepted generic substitution, they still have concerns regarding the reliability and quality of generic drugs. The current issues need to be addressed for the realisation of the true value of generic drugs as part of the country’s healthcare cost-containment strategy as well as the implementation of generic substitution policy in China.

scholarly journals Assessment of Knowledge and Attitude among Pharmacists toward Pharmaceutical Care in Eastern Ethiopia

2020 ◽  
Vol 2020 ◽  
pp. 1-7 ◽  
Author(s):  
Kirubel Minsamo Mishore ◽  
Abraham Nigussie Mekuria ◽  
Assefa Tola ◽  
Yohanes Ayele
Keyword(s):  
Pharmaceutical Care ◽  
Care Service ◽  
Development Program ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Community Pharmacies ◽  
Cross Sectional ◽  
Eastern Ethiopia ◽  
Dire Dawa ◽  
Knowledge And Attitude

Objective. To assess knowledge and attitudes toward pharmaceutical care service among hospital and community pharmacists working in Harar and Dire Dawa town, Eastern Ethiopia. Method. A descriptive cross-sectional study was conducted among pharmacists working in hospital and community pharmacies, 2018. A total of 43 health settings (6 hospital and 37 community pharmacies) were involved in this study. All pharmacists who met the inclusion criteria were selected using a purposive sampling technique to take part in the study. The pretested structured self-administered questionnaires were used to collect data. The collected data was coded, entered, and analyzed using Statistical Package for Social Sciences (SPSS) version 21.0. The findings were presented by frequencies and percentages, and summary measures were displayed using tables. Chi-Square test and Fisher’s exact test were performed to determine the association between sociodemographic characteristics and the level of knowledge and attitude about pharmaceutical care. The study protocol was approved by the Harar Health Sciences College Research Ethics Review Committee. Results. A total of seventy-eight pharmacists were included in the study with a response rate of 97.5%. The mean age (±Standard Deviation (SD)) of the study participants was 32.47 ± 7.42 years, and the majority (88.3%) of the respondents were males. 56.4% of the respondents were working in the hospitals while 43.6% were working in community pharmacy. Overall, 85.9% of the respondents had good knowledge of pharmaceutical care. The types of training curriculum of the participants showed an association with the attitude of pharmacists (P value = 0.022). Similarly, pharmacists’ knowledge was associated with their practice setting (P value = 0.008). Conclusion. The majority of pharmacists are knowledgeable about PC. However, nearly half of the pharmacists had an unfavorable attitude toward pharmaceutical care. Harari Regional and Dire Dawa City Health Bureaus should organize and provide in-service training on pharmaceutical care to pharmacists working in community and hospital pharmacies. Furthermore, the bureaus should advocate pharmaceutical care as one area in a continuous professional development program.

scholarly journals Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

2021 ◽  
Vol 12 (3) ◽  
pp. 3672-3678
Author(s):  
Heri Erlangga Et.al
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Total Sample ◽  
Positive Influence ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

scholarly journals IMPLEMENTASI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JD.id Jakarta

2019 ◽  
Vol 7 (3) ◽  
Author(s):  
Glen Irwinto Laluyan ◽  
Imam Wibowo ◽  
Amanda Setiorini
Keyword(s):  
Social Media ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Email Marketing ◽  
Active User ◽  
The Face

<em>This research is about Implementation of Digital Marketing on Consumers Purchasing Decisions. This research aims to analize the implementation of the Social Media Marketing, Pay Per Click and Email Marketing to the  Purchasing Decisions of Jakarta JD.id Consumers. In this research the sample took 100 respondent using purposive sampling technique, which respondent is an active user of the face book forum and has shopped on the JD.id site. The data that has been obtained tested using multiple linear regression analysis technique. The result that shown from this research are Social Media Marketing, Pay Per Click and Email Marketing simultaneous and partial gave positive and significant effect to Consumers Purchasing Decisions.</em>

scholarly journals Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian

2019 ◽  
Vol 16 (4) ◽  
pp. 58
Author(s):  
I Putu Lugra Agusta Pranawa ◽  
Agus Putu Abiyasa
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Marketing Strategy ◽  
Social Factors ◽  
Reference Group ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling

ABSTRACTThis study discusses digital marketing strategies and hedonism on purchasing decisions. The research location was conducted at the Bali Tree House. The sampling technique uses purposive sampling technique, data collection techniques used are: observation, documentation, and interviews, with the validity method of triangulation data. The results found are as follows: Rumah Pohon Bali has used a digital marketing strategy using E-commerce, blogs, and social media for digital marketing optimization. Hedonism combined with digital marketing with visual summaries can increase consumer attractiveness. This digital marketing strategy and hedosme can increase purchasing decisions through policy factors and social factors regarding the part of the reference group that is expected to be a strategy that can provide maximum sales results for Balinese tree houses.

scholarly journals effects of COVID-19 Pandemic on the Psyche and Productivity of Pharmaceutical Sales Workforce in an African Country; A descriptive case study

2021 ◽  
Vol 8 (5) ◽  
pp. 586-604
Author(s):  
Theophilus Ehidiamen OAMEN
Keyword(s):  
Negative Impact ◽  
Demographic Data ◽  
Primary Objective ◽  
Sales Representatives ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Pharmaceutical Sales ◽  
Daily Work ◽  
The Difference ◽  
The Impact

Pharmaceutical sales representatives are a pivotal workforce in the healthcare system. Due to the global impact of COVID-19, the impact on the psyche and morale of the pharmaceutical sales workforce has to be examined. The primary objective of the study was to assess the possible impact of the COVID-19 pandemic on the psyche and productivity of the pharmaceutical sales workforce in Nigeria. A questionnaire-guided cross-sectional survey was used to collect data from pharmaceutical sales personnel across the six geopolitical zones in Nigeria using purposive sampling. The final sample was 225. Statistical analysis was done using SPSS 25. Descriptive statistics such as mean, standard deviation were used for demographic data. Cluster analysis was used to identify key demographic predictors of importance. X2 test was used to test the association between the sociodemographic characteristics of respondents and work-attributes. The difference of means was determined with a t-test. Highest and lowest-ranked work-attributes were information provider (3.62±1.36), and involvement in COVID screening activities (1.80±1.20). Average daily work hours before and during COVID-19 lockdown (2.16±0.04 vs. 1.88±0.11, p<0.05)) were affected. Average sales were significantly affected (3.15±0.48 vs. 1.35±0.36, p<0.0001). Psychological states of Anxiety and Increased burden have a medium to high impact on the psyche of respondents. The study revealed an association of both extremes of pessimism and optimism with regards to Frustration state of mind. Study suggests an overall negative impact on pharmaceutical sales representatives’ psyche and productivity. Attention to sales workforce welfare is required to safeguard medicine supply.

scholarly journals Antimicrobial Stewardship: A Cross-Sectional Survey Assessing the Perceptions and Practices of Community Pharmacists in Ethiopia

2016 ◽  
Vol 2016 ◽  
pp. 1-6 ◽  
Author(s):  
Daniel Asfaw Erku
Keyword(s):  
Antimicrobial Stewardship ◽  
Random Sampling ◽  
Infection Prevention ◽  
Healthcare Professionals ◽  
Community Pharmacists ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Almost All

Background. Community pharmacists are key healthcare professionals for antimicrobial stewardship programs owing to their role in dispensing of antimicrobials. The aim of the present study was to assess the perception and practices of community pharmacists towards antimicrobial stewardship (AMS) in Ethiopia.Methods. A cross-sectional survey was conducted by selecting pharmacy sites through stratified simple random sampling technique. Descriptive and inferential statistics were used to analyze the data.Results. Majority of respondents strongly agreed or agreed that AMS program is vital for the improvement of patient care. Almost all of respondents agreed that pharmacists can play a prominent role in AMS and infection prevention (93.2%, median = 5; IQR = 2–5). However, only 26.5% of respondents strongly agreed or agreed that AMS should be practiced at community pharmacy level (median = 4, IQR = 1–3) and more than half of community pharmacists (59.9%) often/always dispense antimicrobial without a prescription.Conclusion. The present study revealed positive perceptions and practices of community pharmacists towards antimicrobial stewardship. Yet, some weak areas like integration of AMS program in community pharmacies, the significance of interprofessional involvement, and dispensing of antimicrobials without a valid prescription still need improvement.

scholarly journals The Effect Of Product Promotion And Innovation On Purchase Decisions At Prices As Intervening Variables

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Joe Eklesia Apostolos Sujarwo ◽  
Eko Suseno Hendro Riyadi Matruty
Keyword(s):  
Significant Influence ◽  
Product Innovation ◽  
Sampling Technique ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Sample Collection ◽  
Multiple Test ◽  
Analysis Technique ◽  
Individual Choices ◽  
Online Shops

The development of digital marketing in the new normal era is currently very fast. Several online shops that use digital marketing techniques such as Shopee and Tokopedia. This study aims to analyzed the effect of promotion and product innovation on purchasing decisions with price as an intervening variable. The research method used purposive sampling technique where the data is examined using measurements by considering individual choices. The sample collection used a questionnaire, and the number of samples used is 100 respondents. The analysis technique used multiple linear regression and multiple test. The results showed that the first hypothesis did not have a significant influence between the promotional variables on purchasing decisions. While the second hypothesis there is a significant influence between product innovation variables on purchasing decisions. Furthermore, the third and fourth hypothesis of the price variable mediate the relationship between promotion and product innovation on purchasing decisions. 

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