Intl J Pharmaceutical and Healthcare Marketing


Emerald Publishing Announces the launch of the International Journal of Pharmaceutical and Healthcare Marketing. The founding editor is Avinandan Mukherjee

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Date: Thu, 13 Jul 2006 11:44:30 +0100
From: "Emerald" <>

As part of Emerald’s expanding portfolio, we are pleased to announce the forthcoming launch of the International Journal of Pharmaceutical and Healthcare Marketing.  The founding editor of this exciting new journal invites submissions for possible publication.

The International Journal of Pharmaceutical and Healthcare Marketing ( is a new double-blind reviewed research journal dedicated to advancing our theoretical and empirical understanding of marketing pharmaceutical products and healthcare services. The journal will be a leading specialist reference resource of academic information and analysis, highlighting cutting edge research, new concepts and theories, and fresh practical ideas and initiatives that can be readily applied in the pharmaceutical and healthcare industries. Including empirical studies, conceptual papers, case studies, practitioner perspectives and book reviews, the journal will be an innovative practice reference that will supply pharmaceutical company management as well as healthcare service providers and managers with insights, techniques and strategies to retain their competitiveness and best satisfy their customers.

Coverage includes a wide variety of topics and will include (but is not limited to) the key research areas mentioned below:

  • Strategic Issues
    • Strategic Marketing in pharmaceutical and healthcare
    • Industry analysis and market structure
    • Competitive strategies in pharmaceutical industry
    • Mergers and acquisitions in pharmaceutical industry
    • Aligning stakeholder perceptions
    • Corporate level marketing  – corporate image,  identity, reputation, trust
    • Corporate responses to drug failure, recall, and lawsuits
    • Marketing Research in Health Care
  • Marketing mix issues
    • Sales strategies in pharmaceutical industry
    • Direct to consumer advertising of pharmaceuticals
    • Branding of medicine and healthcare
    • Product classification and categorization
    • Product-related decisions and strategies
    • Packaging and labeling
  • Pricing issues
    • Hospital marketing and public relations
    • Communication mix, process and systems, and alternative promotional
    • strategies
    • Promotional spending and comparative account
    • Distribution Policies
  • New product development and technology issues
    • Healthcare product development
    • New drug development
    • R & D and marketing in the pharmaceutical industry
    • Disruptive innovation and diffusion
    • Digital and online medicine
    • Diffusion of radical innovations
    • Patient information systems and electronic medical records
    • Internet pharmaceutical sales
    • Automated health related information services
    • Role of technology in diagnosis and treatment
  • Healthcare systems and recent developments
    • National health services
    • Managed care systems
    • Disease management
    • Private versus public healthcare
    • Group practice marketing
    • Mental health marketing
    • Long-term care marketing
    • Marketing of ambulatory care
    • Alternative care programs
    • Evidence-based health management
    • Gene therapy, bio-technology, stem cells, customized medicine
  • Public policy and macromarketing issues
    • Healthcare economics and macro-level strategies
    • Role of regulatory agencies, e.g., FDA
    • Public health and social marketing
    • Ethics and public policy issues
    • Non profit organizations and social services in healthcare
    • Socio Economic Impact: AIDS,  Avian Flu, Mad Cow Disease  & other
    • epidemics
    • Toxicity and side effects of drugs
    • De-marketing of injurious consumption
  • Performance issues
    • Efficiency of healthcare systems
    • Healthcare customer satisfaction measurement
    • Productivity assessment in healthcare
    • Benchmarking healthcare services and performance
    • Cost Benefit Studies of Medicines and Cure
  • Consumer Behaviour
    • Consumer behaviour in healthcare and pharma
    • Consumer-driven healthcare
    • Health education
    • Influencing attitudes and beliefs
    • Consumer choice of healthcare options
    • Relationship management in healthcare
    • Segmentation of healthcare consumers
    • Patient empowerment
    • Physicians’ drug prescribing behaviour
    • Elderly care (geriatrics)
    • Lifestyle and health products – organics, nutriceuticals
    • Perceptions of health and quality of life
  • International and Globalization issues
    • Emerging country scenarios
    • International dimensions – comparative healthcare systems
    • Standardization versus adaptation across countries
    • Internationalization of Healthcare Services
    • Pharmaceutical Marketing in the global marketplace
  • Value chain analysis
    • HMOs and the distribution channel
    • Health insurance
    • Drug wholesaling and retailing
    • Physical distribution and logistics
    • OTC channels
  • Managing marketing systems
    • Management of Hospitals and Healthcare Providers
    • Marketing organization structures
  • Service marketing issues
    • Service quality in healthcare
    • Internal marketing in frontline health services
    • Service delivery in healthcare
    • Service design, blueprinting and guarantees

To submit an article, please consult the Author Guidelines at, or contact:

The Editor
Professor Avinandan Mukherjee
Monclair State University, USA

The Managing Editor
Vicky Williams
Emerald Group Publishing Limited

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