Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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An Empirical Study on the Effectiveness of Marketing Activities for Ethical Drugs (ETC)

전문의약품 마케팅활동의 효과 측정에 관한 실증 연구

  • Seung-Yeoun Noh (Department of Business Administration, University of Seoul) ;
  • Keun-Woo Kim (Department of Business Administration, University of Seoul) ;
  • Nam-Sik Chang (Department of Business Administration, University of Seoul)
  • 노승연 (서울시립대학교 경영학과 ) ;
  • 김건우 (서울시립대학교 경영학과 ) ;
  • 장남식 (서울시립대학교 경영학과)
  • Received : 2023.11.30
  • Accepted : 2023.12.22
  • Published : 2023.12.31
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Abstract

Purpose - The purpose of this study is to investigate the types and forms of various marketing activities actually used in pharmaceutical companies and to empirically analyze the impact of these marketing activities on sales. Design/methodology/approach - This study categorize five years' worth of marketing activity data from a foreign pharmaceutical company 'A' which operates in South Korea into five categories. Multiple regression analysis and interaction effects are employed for data analysis. Findings - First, CRM calls, Detail calls, GP, and Web events have a positive impact on sales, but SoV does not show significant differences. Second, in the comparison between HQ1 and HQ2 based on patent ownership, Detail calls and Web events had a stronger impact on sales in HQ2, where the patent period is still in effect, compared to HQ1. However, SoV showed no difference between HQ1 and HQ2. Research implications or Originality - First, Detail Calls are more effective for drugs with active patents, while CRM Calls work better for drugs with expired patents. This emphasizes the need to customize call strategies based on patent status. Second, the significant impact of Web Events on sales in HQ2 compared to HQ1 suggests that online information access is crucial, indicating that customer receptivity varies based on product nature. Third, these insights, derived from data analysis, call for a shift in pharmaceutical marketing analysis methods away from traditional approaches. Finally, this study holds significance as one of the first empirical analyses using actual marketing data from pharmaceutical companies in South Korea.

Keywords

Acknowledgement

이 논문은 2021년도 서울시립대학교 교내학술연구비에 의하여 연구되었음.

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