Subscribe Now Subscribe Today
Science Alert
 
Blue
   
Curve Top
Asian Journal of Marketing
  Year: 2012 | Volume: 6 | Issue: 1 | Page No.: 1-9
DOI: 10.3923/ajm.2012.1.9
 
Facebook Twitter Digg Reddit Linkedin StumbleUpon E-mail

Will Mobile Marketing in Communicating Medical Products to Doctors be Appreciated as a Service in Pharmaceutical Industry? An Exploratory Study

Rajesh Srivastava

Abstract:
The use of the mobile Internet has been increasing rapidly. Pharmaceutical industry is beginning to leverage digital to build brand awareness. Pharmaceutical companies can now deliver product message through the usage of mobile directly to doctors. Research was conducted in Mumbai-financial capital in India with large doctor’s population. Doctors selected were general practitioners and consultants. They were selected at random basis. Objective was to find out the usage among busy doctors and how this tool can be useful to Pharmaceutical companies. Application of mobile marketing can be used as a tool to reach busy doctors .Gender, education, ease of application, type of practice, class of physicians and experience does influence its acceptance and utility of mobile. This study is a first attempt at testing the importance of mobile marketing in healthcare in improving communication between patients and doctors and how Pharmaceutical companies can bridge the gap.
PDF Fulltext XML References Citation Report Citation
 RELATED ARTICLES:
  •    Effects of Antecedents of Collectivism on Consumers’ Intention to Use Social Commerce
  •    A Novel Practical Service Delivery Platform for Next Generation Networks
  •    Business Resources Impact on E-Commerce Capability and E-Commerce Value: An Empirical Investigation
  •    The Impact of Marketing Innovation on Creating a Sustainable Competitive Advantage: The Case of Private Commercial Banks in Jordan
How to cite this article:

Rajesh Srivastava , 2012. Will Mobile Marketing in Communicating Medical Products to Doctors be Appreciated as a Service in Pharmaceutical Industry? An Exploratory Study. Asian Journal of Marketing, 6: 1-9.

DOI: 10.3923/ajm.2012.1.9

URL: https://scialert.net/abstract/?doi=ajm.2012.1.9

COMMENT ON THIS PAPER
 
 
 

 

 
 
 
 
 
 
 
 
 

 
 
 
 
 

Curve Bottom