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International
Journal of Pharmaceutical and Healthcare Marketing
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.
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