marketing
Inverse benefits due to drug marketing undermine patient safety and public health
GALVESTON, TX — Drugs that pharmaceutical companies market most aggressively to physicians and patients tend to offer less benefit and more harm to most patients — a phenomenon described as the “inverse benefit law” in a paper from the Universi…
A ‘brand’ new world: Attachment runs thicker than money
Can you forge an emotional bond with a brand so strong that, if forced to buy a competitor’s product, you suffer separation anxiety? According to a new study from the USC Marshall School of Business, the answer is yes. In fact, that bond can be stro…
The impact of new media and technology on customer relationships
Chestnut Hill, Mass. (08/31/10) — A new media marketing world increasingly dominated by mobile technologies, “shopping bots,” recommendation systems and peer-to-peer networks has spawned a radical new online marketplace, challenging the old behavio…
Physicians not ‘easy marks’ for drug sales reps, argues O.R. study
Doctors are far more wary of pharmaceutical companies’ aggressive marketing than generally believed and don’t easily yield to pressure to switch prescriptions, according to a paper being presented at a conference of the Institute for Operations Research and the Management Sciences. “Are physicians easy marks?” ask Natalie Mizik of Columbia University and Robert Jacobson of the University of Washington in a paper of the same name. “To the contrary, our results show that physicians are “tough sells” in that sales force activity has modest to very small influence on prescribing behavior.”