ResearchWatch

Abstract

Our selection of recent peer-reviewed research relevant to medical marketers begins this issue with a study of the perception and impact of social media.¹ By asking over 300 marketers, it finds that there is both a positive perception and commercial impact of social media. This certainly provides some evidence of the way medical marketing is changing and the paper will be a useful read for those involved in digital media especially.

Our second selection looks at adaptive selling techniques.² Building on earlier work, this research reports evidence that adapting sales messages to customers’ needs has positive results. The detail discussed in this paper will provide useful material for those interested in sales force effectiveness.

Our third paper tackles the topical and contentious topic of pharmaceutical pricing.³ By analysis of prior research in this area, the authors attempt to unravel the issues of ethics, access and innovation. It is a useful paper for those working in pricing or indeed public relations.

Our fourth paper looks at medical tourism.⁴ This phenomenon is growing and in some markets represents a significant market segment, so this paper’s exploration of customer motives and behaviour is very useful.

Our fifth selection is in fact a book chapter.⁵ It discusses the factors that venture capitalists consider when investing in medical technology firms. The chapter elucidates the complexity of this area and will be of interest to medtech SMEs and potential investors.

And our final selection is also a book chapter.⁶ It examines the role of medical technology in paediatrics and it will be of particular interest to those working in that field but will be of more general interest to all those involved in outcomes research in medtech.

Footnotes

Professor Brian D Smith

Brian.smith@pragmedic.com

References

Nabeel Akhtar, Muhammad Adnan Kanpurwala, Rabia Arshad, et al. Perception and impact of social media in pharmaceutical marketing and promotion in Pakistan. Sch Acad J Pharm 2015; 4(1): 54--57.

Ali Kara, Mehmet Turan and Serap Cabuk. Effects of adaptive selling behavior and customer orientation on performance: An empirical analysis of pharmaceutical salespeople in an emerging market. Proceedings of the Academy of Marketing Science, October 2014.

Parker-Lue S, Santoro M and Koski G. The ethics and economics of pharmaceutical pricing. Ann Rev Pharmacol Toxicol 2015; 55: 191--206.

Hanefeld J, Lunt N, Smith RD, et al. Why do medical tourists travel to where they do? The role of networks in determining medical travel. Soc Sci Med 2015; 124: 356--363.

Gannon R, Hogan KM and Olson GT. A multicriteria decision model for venture capital firms' evaluation of new technology business firms. In: Applications of Management Science. Emerald Group Publishing Limited, 2015, pp. 27--50.

King AL, Baloglu O and Scanlon MC. The role of technology and medical devices in enhancing pediatric cardiac critical care outcomes. In: Pediatric and Congenital Cardiac Care. Springer London, 2015, pp. 355--365.