The majority of research on the pharmaceutical sector has focused on an overall micro economic, medical oriented welfare issues, whereas the marketing management role of the innovative drug manufacturer has to a large extent been disregarded. Using the case of Turkey, through a series of in-depth interviews with highly innovative companies, other marketing management possibilities to develop pr...

Strategic planning, product design and marketing decisions often require a thorough understandinq of consumers' preferences and choice behaviors. This paper describes the use of the Analytic Hierarchy Process (AHP) for eliciting preferences by questionnaire. Using AHP, consumers can comfortably provide quantitative measures of numerous, diverse and intangible influences on their choices. The pr...

MEN TEACHING MEN AT BOOT CAMP When Steve Maldonado became regional vice president for marketing at PeaceHcalth in Longvievv, WA, little did he realize that part of his role would be to teach fathers how to handle their newborns. But in addition to his marketing responsibilities, Maldonado teaches "Boot Camp for New Dads," a unique workshop for new and soon-to-be fathers developed by Boot Camp f...

Comparative-effectiveness research (CER) aims to produce actionable evidence regarding the effectiveness and safety of medical products and interventions as they are used outside of controlled research settings. Although CER evidence regarding medications is particularly needed shortly after market approval, key methodological challenges include (i) potential bias due to channeling of patients ...

This conceptual paper aims to contribute to the services marketing literature by investigating the doctor-patient relationship through the theoretical lens of relationship marketing and the co-creation paradigm. With a clear link between satisfaction, health outcomes and the adherence to therapeutic suggestions proposed in the literature, patient satisfaction is likely to benefit not only indiv...

The present study was focused on supply chain analysis of fresh guava in order to evaluate existing marketing supply chains (SC1: Producer - Consumer, SC2: Producer - Retailer - Consumer, SC3: Producer - Commission agent - Retailer - Consumer, SC4: Producer - Commission agent - Wholesaler - Retailer - Consumer) for two variety (allahabad safeda and apple guava) of guava. The gross marketing pri...

the state and federal governments that pay much of the cost of prescription drugs for their employees and for the poor or uninsured. An alternative to this model is to have physicians, relying on their training and experience, peer-reviewed journa l articles, and non-industry-sponsored continuing medical education, determine what medications are appropriate for their patients. Elliott argues th...

OBJECTIVE To investigate the effect of a medical food on cognitive function in people with mild Alzheimer's disease (AD). METHODS A total of 225 drug-naïve AD patients participated in this randomized, double-blind controlled trial. Patients were randomized to active product, Souvenaid, or a control drink, taken once-daily for 12 weeks. Primary outcome measures were the delayed verbal recall t...