The Journal of Industrial Distribution & Business (산경연구논집)

Korea Distribution Science Association (한국유통과학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Pharmaceutical Company's Corporate Brand Image on Physicians' Prescriptions

  • Received : 2024.09.29
  • Accepted : 2024.11.28
  • Published : 2024.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: As the government supports the pharmaceutical industry as a next-generation growth industry, there has been a change in the generic-oriented market. The government is trying to lower the price of generic medicines and change the market with rebates. If there is no difference in the marketing methods of pharmaceutical companies, corporate brand image can be an important attribute to consider when doctors prescribe generic drugs. Research design, data, and methodology: The brand image of pharmaceutical companies consists of communication with customers, social responsibility, ethical behavior, and the image of MR. Other factors than the corporate brand image have little effect on doctors' intention to prescribe. The subjects of this study were limited to the generic drug market and clinic doctors with no restrictions on prescribing authority. Results: First, the customer and communication components of corporate brand image influenced prescribing intention. Second, social responsibility, a component of corporate brand image, influenced prescribing intention. Third, ethical behavior as a construct of corporate brand image influenced prescribing intention. Fourth, the effect of MR's image on prescription intention was confirmed. Conclusions: To differentiate from previous studies, this study focused on generic prescriptions in hospitals and confirmed that the corporate brand image of pharmaceutical companies had a positive effect on doctors' prescription.

Keywords

Acknowledgement

This research was supported by Korea National Open University Research Fund.

References

  1. Ankush, & Kapur, D. (2017). Influence of Medical Representative on knowledge, attitude and practice of physicians. International Journal of Management Research and Business Strategy, 6(3), 1-8.
  2. Dahlsrud, A.(2008). How Corporate Social Responsibility Is Defined: an Analysis of 37 Definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13. https://doi.org/10.1002/csr.132
  3. Ion, L. M. (2013). Qualitative Study On Physicians' Motivations And Drug Prescribing Behaviour. CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, 5(1), 29-40.
  4. Ion, L. M., Voda, A. I., Butnaru, R. C., Butnaru, G. I., & Chirita, G. M. (2020). Effect of pharmaceutical companies' corporate reputation on drug prescribing intents in Romania. Economic Research-Ekonomska Istrazivanja, 34(1), 521-544. https://doi.org/10.1080/1331677X.2020.1798263
  5. Jung, Y. T. (2012). Patent strategy and market competition in the pharmaceutical field. The Korean Journal of Health Economics and Policy, 18(1), 113-140.
  6. Karayanni, D., & Georgi, C. (2012). Segmenting generic medicines' market, using physicians' attitudes and generic companies' prescription span as grouping criteria. Journal of Medical Marketing, 12(2), 104-122. https://doi.org/10.1177/1745790412443144
  7. Kim, B. G. (2010). (A) study on the influence of reputation of pharmaceutical company on brand equity and customer purchase behavior. Master's thesis, Chung-Ang University.
  8. Kim, J. S., & Yim, H. R. (2019). The effect of brand quality perceived by consumers and CSR of brand on purchase intention -Focus on pharmaceutical companies. Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology, 9(3), 819-828.
  9. Kim, S. J., Kwon, S. M., Jung, Y., & Heo, J. H. (2010). International Comparison of Generic Medicine Prices. The Korean Journal of Health Economics and Policy, 16(3), 41-62.
  10. Kotler. P. (2002). Marketing Management 11th eds. NJ : Prentice-Hall.
  11. Lee, J. W. (2007). A study on the marketing strategies of domestic pharmaceutical companies - Focusing on the influence of premarketing on doctors. Master's thesis, Kyung Hee University.
  12. Lee, S. M. (2002). corporate social responsibility. Korean Journal of Sociology, 36(2), 77-111.
  13. Park, S. J. (2011). The Effects of Promotion Activities of Pharmaceutical Companies on Physicians' Prescription. Korean management science review, 28(2), 93-103.
  14. Park, S. Y., & Kim, D. S. (2018). A Focus Group Interview Study of Prescribers, Pharmacists, Companies, and Policy Experts on the Same Price System to the Same Ingredient Medicines. The Korean Journal of Health Economics and Policy, 24(4), 1-23.
  15. Park, W. H. (2002). Questionnaire Survey-Based Study on Brand Assets-Centering on Korean Pharmaceutical Companies-. Master's thesis, Han Yang University.
  16. Yoo, H. J. (2007). A Study on Corporate Image Variables of Pharmaceutical Company. Master's thesis, Chung-Ang University.
  17. Yoon, H. Y. (2004). An Empirical Study on Evaluation of Brand Value and Accounting - Focusing on pharmaceutical companies -. Master's thesis, Han Yang University.