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    Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Persing, A.
    Ward, B.
    Decotiis, A.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Woodside, A. and Persing, A. and Ward, B. and Decotiis, A. 2018. Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products. Psychology and Marketing. 35 (7): pp. 533-541.
    Source Title
    Psychology and Marketing
    DOI
    10.1002/mar.21104
    ISSN
    0742-6046
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/67351
    Collection
    • Curtin Research Publications
    Abstract

    The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it-sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule-based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy-set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy-set qualitative comparative analysis as this study describes.

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