...Avinandan Mukherjee; Yam Limbu; Brent Rollins; Shravanan Ramakrishnan; Matthew Perri Purpose Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct‐to‐consumer advertising...

...Zhiliang Zhou; Yajiong Xue; Qineng Ping Purpose This paper's aim is to investigate how Chinese consumers' purchase intention of private label drugs is associated with price advantage, appearance, store trust, manufacturer trust, and drug quality. Design/methodology/approach A survey study...

...Hardeep Chahal; Neetu Kumari Purpose The purpose of this paper is to analyze the dimensionality of the consumer perceived value (CPV) concept, development of a CPV scale and its measurement in the Indian healthcare sector. Design/methodology/approach The data on consumer perceived value...

...Kimball P. Marshall; Michaeline Skiba; David P. Paul, III Purpose Consumer‐driven health care (CDHC) has been proposed to reduce the USA health care costs through greater free market economic exposure. The purpose of this paper is to review the USA health care system, insurance plans, and CDHC...

... suggest that for multi‐media campaign effectiveness: advertising for a new drug may be most effective on TV but as a brand enters growth or maturity, print may be a better option; marketers should emphasize print in the direct‐to‐consumer (DTC) advertising media mix; sampling strategies should...