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International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

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Unique Attributes

The International Journal of Pharmaceutical and Healthcare Marketing is positioned as a leading specialist reference resource of academic information and analysis on pharmaceutical and healthcare marketing, highlighting cutting edge research, new concepts and theories, and fresh practical ideas and initiatives that can be readily applied in the pharmaceutical and healthcare industries. This journal has four unique attributes, all of which contribute towards making this an eclectic journal.

• This journal is the first of its kind that combines healthcare and pharmaceutical industries, as these are intrinsically linked in policy, perspectives, and operations.
• By focusing on both pharmaceutical and healthcare industries, this journal explores issues of both physical goods marketing (pharmaceutical products) and services marketing (healthcare).
• This journal attempts to combine rigour and relevance by integrating theory and practice in its approach. While academic rigour is achieved through high quality reviewers and authors, practical relevance remains a necessary yardstick for selection of papers in the journal.
• This journal brings together perspectives from business and science and thus contributes to society.

Above all, the journal has a strong multi-disciplinary and an international orientation.

Topicality

Applying the marketing concept in the pharmaceutical and healthcare sectors has recently caught the attention of scholars and practitioners alike. However, marketing theory as applied to these sectors remains relatively under-explored. The purpose of this new journal is to bridge this gap, and to advance our theoretical and empirical understanding of marketing pharmaceutical products and healthcare services.

Key benefits

The journal provides an intellectual platform for discussion and dissemination of new ideas and latest research in pharmaceutical and healthcare marketing. The aim of this journal is to publish articles that enrich the practice of pharmaceutical and healthcare marketing while simultaneously making significant contributions to the theoretical advancement of the discipline. All articles appearing in the journal are double-blind peer reviewed to ensure academic rigour and practical relevance.

The Editor welcomes submissions offering insights on any of the critical issues in pharmaceutical and healthcare marketing. All papers will be required to have a strong marketing or management perspective and will need to make a distinct contribution to the emerging research on the pharmaceutical and healthcare sectors.

Empirical research, conceptual papers, literature reviews, case studies, quantitative models, qualitative studies, pedagogical innovations (syllabus development), and book reviews are all welcome. Papers can adopt a historical perspective, a current perspective or a future perspective.

This journal will also be an innovative practice reference that will supply pharmaceutical company management as well as healthcare service providers and managers with insights, techniques and strategies to gain competitiveness and best satisfy their customers. The journal will publish one practitioner perspective in each issue, reporting on the latest strategies, new thinking and initiatives being applied.

Coverage

A wide variety of topics will be suitable for this journal and might include (but is not limited to) the key research areas mentioned below:

Strategic Issues

• Strategic Marketing in pharmaceutical and healthcare
• Industry analysis and market structure
• Competitive strategies in pharmaceutical industry
• Mergers and acquisitions in pharmaceutical industry
• Aligning stakeholder perceptions
• Corporate level marketing  – corporate image,  identity, reputation, trust
• Corporate responses to drug failure, recall, and lawsuits
• Marketing Research in Health Care

Marketing mix issues

• Sales strategies in pharmaceutical industry
• Direct to consumer advertising of pharmaceuticals
• Branding of medicine and healthcare
• Product classification and categorization
• Product-related decisions and strategies
• Packaging and labeling
• Pricing issues
• Hospital marketing and public relations
• Communication mix, process and systems, and alternative promotional strategies
• Promotional spending and comparative account
• Distribution Policies

New product development and technology issues

• Healthcare product development
• New drug development
• R & D and marketing in the pharmaceutical industry
• Disruptive innovation and diffusion
• Digital and online medicine
• Diffusion of radical innovations
• Patient information systems and electronic medical records
• Internet pharmaceutical sales
• Automated health related information services
• Role of technology in diagnosis and treatment

Healthcare systems and recent developments

• National health services
• Managed care systems
• Disease management
• Private versus public healthcare
• Group practice marketing
• Mental health marketing
• Long-term care marketing
• Marketing of ambulatory care
• Alternative care programs
• Evidence-based health management
• Gene therapy, bio-technology, stem cells, customized medicine

Public policy and macromarketing issues

• Healthcare economics and macro-level strategies
• Role of regulatory agencies, e.g., FDA
• Public health and social marketing
• Ethics and public policy issues
• Non profit organizations and social services in healthcare
• Socio Economic Impact: AIDS,  Avian Flu, Mad Cow Disease  & other epidemics
• Toxicity and side effects of drugs
• De-marketing of injurious consumption

Performance issues

• Efficiency of healthcare systems
• Healthcare customer satisfaction measurement
• Productivity assessment in healthcare
• Benchmarking healthcare services and performance
• Cost Benefit Studies of Medicines and Cure

Consumer Behaviour

• Consumer behaviour in healthcare and pharma
• Consumer-driven healthcare
• Health education
• Influencing attitudes and beliefs
• Consumer choice of healthcare options
• Relationship management in healthcare
• Segmentation of healthcare consumers
• Patient empowerment
• Physicians’ drug prescribing behaviour
• Elderly care (geriatrics)
• Lifestyle and health products – organics, nutriceuticals
• Perceptions of health and quality of life

International and Globalization issues

• Emerging country scenarios
• International dimensions – comparative healthcare systems
• Standardization versus adaptation across countries
• Internationalization of Healthcare Services
• Pharmaceutical Marketing in the global marketplace

Value chain analysis

• HMOs and the distribution channel
• Health insurance
• Drug wholesaling and retailing
• Physical distribution and logistics
• OTC channels

Managing marketing systems

• Management of Hospitals and Healthcare Providers
• Marketing organization structures

Service marketing issues

• Service quality in healthcare
• Internal marketing in frontline health services
• Service delivery in healthcare
• Service design, blueprinting and guarantees

Key journal audiences

• Marketing scholars willing to share their latest research, keeping up with the latest research, or seeking classroom examples in the area of pharmaceutical and healthcare marketing
• Management, strategy and business scholars willing to share their latest research, keeping up with the latest research, or seeking classroom examples in the area of pharmaceutical and healthcare marketing
• Pharmacy, health administration and public health scholars willing to share their latest research, keeping up with the latest research, or seeking classroom examples in the area of pharmaceutical and healthcare marketing
• Students in marketing, business, pharmacy or public health departments, who will take a course on Healthcare and/or Pharmaceutical Marketing at undergraduate or graduate level
• Managers working in the pharmaceutical companies and the healthcare sector including hospitals and health clinics, public health organizations, health regulatory agencies, etc., who would like to keep abreast of the latest research in the field
• All stakeholders in the pharmaceutical and healthcare sector, such as healthcare professionals (doctors, nurses, caregivers, veterinary, etc.),  patients and consumers, pharmacists, drug manufacturers, hospitals, clinics, government agencies, health insurers and others in this field.

Indexed and abstracted in

• Cabell's Directory of Publishing Opportunites in Marketing
• Electronic Collections Online
• Inspec
• Scopus
• Zetoc (British Library)

International Journal of Pharmaceutical and Healthcare Marketing is available as part of an online subscription to the Emerald Marketing Subject Collection. For more information, please email collections@emeraldinsight.com.

This journal is a member of and subscribes to the
principles of the Committee on Publication Ethics.