Are Pharmaceutical Marketing Decisions Calibrated to Communications Effects?

Abstract

Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both “push” and “pull” communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables—(a) the competitive landscape, and (b) the product's length of time on the market—interact with these communication efforts and affect brand and category sales.

KEYWORDS:

• competition
• brand life cycle
• direct-to-consumer advertising
• pharmaceutical promotions

Notes

Note. DTC advertising = direct-to-consumer advertising.

Note. DTC advertising = direct-to-consumer advertising; OME = other marketing efforts.

Note. N = 1,728. Coefficients are unstandardized. DTCA = direct−to-consumer advertising, Det = detailing, JA = journal advertising, Mrkt = years on the market.

*Significant at 10% level. **Significant at 5% level. ***Significant at 1% level.

Note. N = 198. Coefficients are unstandardized. DTCA = direct−to-consumer advertising, Det = detailing, JA = journal advertising, Mrkt = years on the market.

*Significant at 10% level. **Significant at 5% level. ***Significant at 1% level.

^a All variables are in thousands (000).

**Significant at 1% level.