Access the full text.
Sign up today, get DeepDyve free for 14 days.
N. Smith, J. Quelch (1991)
Pharmaceutical marketing practices in the third worldJournal of Business Research, 23
R. Frank, E.R. Berndt, J. Donohue, A. Epstein, M. Rosenthal
Trends in direct‐to‐ consumer advertising of prescription drugs
Ramarao Desiraju, Harikesh Nair, Pradeep Chintagunta (2004)
Diffusion of New Pharmaceutical Drugs in Developing and Developed NationsStanford Graduate School of Business Research Paper Series
R. Parker, Charles Pettijohn (2005)
Pharmaceutical drug marketing strategies and tactics: a comparative analysis of attitudes held by pharmaceutical representatives and physicians.Health Marketing Quarterly, 22
D. Benady
Is it still as simple as ABC?
N. Carroll (2007)
Examining the Rift Between the Pharmaceutical Industry and the Pharmacy Profession: A Channels of Distribution ApproachJournal of Pharmaceutical Marketing & Management, 18
Ad Age Insights: Pharmaceutical Marketing Supplement
Pharmacies and pharmacists
M. Gagnon, J. Lexchin (2008)
The Cost of Pushing Pills: A New Estimate of Pharmaceutical Promotion Expenditures in the United StatesPLoS Medicine, 5
Gould Sj (1988)
Physician professional opinion leadership and physician advertising: a consumer view.The Journal of Health Care Marketing, 8
D. Epstein
The power of the pharmacist
F. Smith (2004)
Community pharmacy in Ghana: enhancing the contribution to primary health care.Health policy and planning, 19 4
Central Intelligence Agency
The World Factbook
M. Arnold
Stronger growth for global pharma in 2011, says IMS
James Taylor, A. Woodside (1982)
Effects on Buying Behavior of References to Expert and Referent PowerJournal of Social Psychology, 117
A. Wertheimer (2007)
The Conflict Between the Pharmaceutical Industry and PharmacistsJournal of Pharmaceutical Marketing & Management, 18
Wonsuk Kim, K. King (2009)
Product Category Effects on External Search for Prescription and Nonprescription DrugsJournal of Advertising, 38
WHO Consultative Group
The role of the pharmacist in the health‐care system ‐ preparing the future pharmacist: curricular development
Board of Pharmacy Specialties
Ambulatory care
R. Rust, Katherine Lemon, V. Zeithaml (2004)
Return on Marketing: Using Customer Equity to Focus Marketing StrategyJournal of Marketing, 68
P. Busch, David Wilson (1976)
An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller DyadJournal of Marketing Research, 13
Chiara Maniscalco, Kim Daniloski, D. Brinberg (2010)
The Impact of Relationship Stage on the Determinants of Trust in the Pharmacist–Client Relationship: Results from a Social Marketing CampaignSocial Marketin Quarterly, 16
T. White (2005)
Consumer Trust and Advice Acceptance: The Moderating Roles of Benevolence, Expertise, and Negative EmotionsJournal of Consumer Psychology, 15
Puneet Manchanda, Elisabeth Honka (2005)
The effects and role of direct-to-physician marketing in the pharmaceutical industry: an integrative review.Yale journal of health policy, law, and ethics, 5 2
Josh Wiener, J. Mowen (1986)
SOURCE CREDIBILITY: ON THE INDEPENDENT EFFECTS OF TRUST AND EXPERTISEACR North American Advances
J.R.P. French, B. Raven
The bases of social power
Chemical Week
Pharma sector growth moves to developing countries
R. Parker, Charles Pettijohn (2006)
Pharmaceutical Drug Marketing Strategies and TacticsHealth Marketing Quarterly, 22
Janet Schwartz, M. Luce, D. Ariely (2011)
Are Consumers Too Trusting? The Effects of Relationships with Expert AdvisersJournal of Marketing Research, 48
Purpose – Pharmaceutical companies' marketing strategies have traditionally targeted only physicians and, more recently, consumers. The purpose of this paper is to explore the role of the pharmacist as prescriber, influencer, switcher, and dispenser of pharmaceutical drugs in one developing country, Egypt. Design/methodology/approach – The authors surveyed pharmacists in Cairo, Egypt. The pharmacists were asked to estimate the percentages of patients who came in with a prescription, with only a box or a recommendation for a medicine and with only symptoms, and whether he/she switched the patient to another medicine. Pharmacies were classified as to the social class of the pharmacy neighborhoods. Cluster analysis was used to further classify pharmacists as “Influencers” and “Non‐influencers”. Findings – Overall the pharmacists influence 39 percent of all purchase decisions for pharmaceuticals with higher levels of influence in lower social class neighborhoods. Approximately one out of four pharmacists was classified as an Influencer. Practical implications – In developing countries, the pharmacist plays a key role in which medicines patients ultimately purchase. Marketing activities directed toward the pharmacist may provide an important opportunity to maximize the pharmaceutical firms' return on marketing investment. Originality/value – Few studies have looked at the marketing of pharmaceutical drugs in developing countries. This paper is unique in that it examines the role of the pharmacist in these markets, thus providing an important addition to the understanding of the challenges to the industry in these countries and important implications for pharmaceutical marketing strategies.
International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing
Published: Jun 22, 2012
Keywords: Pharmaceutical marketing; Pharmacists; Developing countries; Egypt; Expert power; Pharmaceutical products; Marketing strategy; Influence
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.