.... Several in‐depth interviews were conducted in Switzerland; first with six patients (as raters), followed by two experts of the healthcare system (as judges). Based on the results and an extensive literature research, the classification of object and attributes is developed for this model. Findings...

... a ranking of 29 instruments perceived to be important in the marketing of pharmaceuticals in Switzerland. With this paper, the proposed model and its propositions could be supported. Research limitations/implications This paper investigates their relevance based upon practical experience of Swiss health...