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Moungui HC, Nana-Djeunga HC, Anyiang CF, Cano M, Ruiz Postigo JA, Carrion C. Dissemination Strategies for mHealth Apps: Systematic Review. JMIR Mhealth Uhealth 2024; 12:e50293. [PMID: 38180796 PMCID: PMC10799285 DOI: 10.2196/50293] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/26/2023] [Revised: 10/27/2023] [Accepted: 11/03/2023] [Indexed: 01/06/2024] Open
Abstract
BACKGROUND Among the millions of mobile apps in existence, thousands fall under the category of mobile health (mHealth). Although the utility of mHealth apps has been demonstrated for disease diagnosis, treatment data management, and health promotion strategies, to be effective they must reach and be used by their target audience. An appropriate marketing strategy can ensure that apps reach potential users and potentially convert them to actual users. Such a strategy requires definitions of target end users, communication channels, and advertising content, as well as a timeline for effectively reaching and motivating end users to adopt and maintain engagement with the mHealth app. OBJECTIVE The aim of this study was to identify strategies and elements that ensure that end users adopt and remain engaged with mHealth apps. METHODS A systematic search of the PubMed, PsycINFO, Scopus, and CINAHL databases was conducted for suitable studies published between January 1, 2018, and September 30, 2022. Two researchers independently screened studies for inclusion, extracted data, and assessed the risk of bias. The main outcome was dissemination strategies for mHealth apps. RESULTS Of the 648 papers retrieved from the selected databases, only 10 (1.5%) met the inclusion criteria. The marketing strategies used in these studies to inform potential users of the existence of mHealth apps and motivate download included both paid and unpaid strategies and used various channels, including social media, emails, printed posters, and face-to-face communication. Most of the studies reported a combination of marketing concepts used to advertise their mHealth apps. Advertising messages included instructions on where and how to download and install the apps. In most of the studies (6/10, 60%), instructions were oriented toward how to use the apps and maintain engagement with a health intervention. The most frequently used paid marketing platform was Facebook Ads Manager (2/10, 20%). Advertising performance was influenced by many factors, including but not limited to advertising content. In 1 (10%) of the 10 studies, animated graphics generated the greatest number of clicks compared with other image types. The metrics used to assess marketing strategy effectiveness were number of downloads; nonuse rate; dropout rate; adherence rate; duration of app use; and app usability over days, weeks, or months. Additional indicators such as cost per click, cost per install, and clickthrough rate were mainly used to assess the cost-effectiveness of paid marketing campaigns. CONCLUSIONS mHealth apps can be disseminated via paid and unpaid marketing strategies using various communication channels. The effects of these strategies are reflected in download numbers and user engagement with mHealth apps. Further research could provide guidance on a framework for disseminating mHealth apps and encouraging their routine use.
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Affiliation(s)
| | | | | | - Mireia Cano
- eHealth Lab Research Group, eHealth Center & School of Health Sciences, Universitat Oberta de Catalunya, Barcelona, Spain
| | - Jose Antonio Ruiz Postigo
- Prevention, Treatment and Care Unit, Department of Control of Neglected Tropical Diseases, World Health Organization, Geneva, Switzerland
| | - Carme Carrion
- eHealth Lab Research Group, eHealth Center & School of Health Sciences, Universitat Oberta de Catalunya, Barcelona, Spain
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Naranjo-Guevara N, Stroh B, Floto-Stammen S. Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements. Foods 2023; 12:3606. [PMID: 37835258 PMCID: PMC10572119 DOI: 10.3390/foods12193606] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/24/2023] [Revised: 09/22/2023] [Accepted: 09/22/2023] [Indexed: 10/15/2023] Open
Abstract
Disgust associated with insect consumption is a significant challenge faced by the insect-based food industry. One cost-effective approach that managers can employ to increase consumer acceptance is by enhancing packaging design. The packaging represents a cheap and effective means of communication. It is also referred to as a silent seller. This study investigates the potential of packaging communication in reducing disgust towards insect-based products in Germany. In a survey, 422 participants were confronted with packaging designs representing different visual and informative elements. The results showed that images of familiar ingredients and transparent windows on the packaging are particularly effective in reducing disgust. The presence of the organic and specific Ento seals significantly increased the assumed food safety. Claims about protein content and sustainability were less effective. Cricket images had a significant impact on increasing disgust. Practical implications for managers who are seeking to address consumer resistance towards insect-based food products are discussed.
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Affiliation(s)
- Natalia Naranjo-Guevara
- Research Group Business Innovation, Fontys University of Applied Sciences, Tegelseweg 225, 5912 BG Venlo, The Netherlands; (B.S.); (S.F.-S.)
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Koufaki MI, Karamperis K, Vitsa P, Vasileiou K, Patrinos GP, Mitropoulou C. Adoption of Pharmacogenomic Testing: A Marketing Perspective. Front Pharmacol 2021; 12:724311. [PMID: 34603034 PMCID: PMC8484788 DOI: 10.3389/fphar.2021.724311] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/12/2021] [Accepted: 09/01/2021] [Indexed: 11/13/2022] Open
Abstract
Pharmacogenomics is becoming an important part of clinical practice and it is considered one of the basic pillars of personalised medicine. However, the rate of pharmacogenomics adoption is still low in many healthcare systems, especially in low- or middle-income countries. The low level of awareness of healthcare specialists could be a potential reason due to which pharmacogenomics application is still in a premature stage but there are several other barriers that impede the aforementioned process, including the lack of the proper promotion of pharmacogenomic testing among interested stakeholders, such as healthcare professionals and biomedical scientists. In this study, we outline the available marketing theories and innovation that are applied to personalized medicine interventions that would catalyze the adoption of pharmacogenomic testing services in clinical practice. We also present the current ethical and legal framework about genomic data and propose ways to tackle the main concerns mentioned in the literature and to improve the marketing perspective of PGx.
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Affiliation(s)
- Margarita-Ioanna Koufaki
- University of Patras School of Health Sciences, Department of Pharmacy, Laboratory of Pharmacogenomics and Individualized Therapy, Patras, Greece
| | - Kariofyllis Karamperis
- University of Patras School of Health Sciences, Department of Pharmacy, Laboratory of Pharmacogenomics and Individualized Therapy, Patras, Greece.,The Golden Helix Foundation, London, United Kingdom
| | - Polixeni Vitsa
- University of Patras School of Health Sciences, Department of Pharmacy, Laboratory of Pharmacogenomics and Individualized Therapy, Patras, Greece
| | - Konstantinos Vasileiou
- University of Patras School of Health Sciences, Department of Pharmacy, Laboratory of Pharmacogenomics and Individualized Therapy, Patras, Greece
| | - George P Patrinos
- University of Patras School of Health Sciences, Department of Pharmacy, Laboratory of Pharmacogenomics and Individualized Therapy, Patras, Greece.,United Arab Emirates University, College of Medicine and Health Sciences, Department of Pathology, Al-Ain, United Arab Emirates.,United Arab Emirates University, Zayed Center for Health Sciences, Al-Ain, United Arab Emirates
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Affiliation(s)
| | - Paula Lopes
- Instituto Superior de Gestão, Lisbon, Portugal
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Rhee JU, Abugazia JY, Cruz YMED, Timberlake DS. Use of internal documents to investigate a tobacco company's strategies to market snus in the United States. Tob Prev Cessat 2021; 7:11. [PMID: 33598590 PMCID: PMC7879987 DOI: 10.18332/tpc/131809] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/07/2020] [Revised: 12/18/2020] [Accepted: 12/18/2020] [Indexed: 11/24/2022]
Abstract
INTRODUCTION Prior studies indicate that cigarette manufacturers have been interested for decades in developing a smokeless tobacco (SLT) product for smokers and non-users of SLT. The current study aims to assess a tobacco company’s use of novel marketing strategies and intent to promote snus in the US as either a replacement or situational substitute for the cigarette. METHODS A Boolean search string was used to search R. J. Reynolds’ (RJR) Records in UCSF’s Truth Tobacco Industry Documents Library. A total of 358 documents, from 2005–2009, met our initial search criteria and were selected for their relevance to the marketing of Camel Snus. A content analysis was subsequently conducted using the Framework Method to identify themes and strategies for promoting Camel Snus. RESULTS Four major themes about Camel Snus emerged from the documents: 1) promotion by third parties including retailers, snus ambassadors and secret shoppers, 2) expansion of the target population of SLT users to include female smokers and dual users of cigarettes and SLT, 3) emphasis on the difference between Camel Snus and other SLT, and 4) a shift from promoting the practical uses of Camel Snus to using emotional messages conveying freedom. CONCLUSIONS The findings align with other studies suggesting that RJR intended to market snus to non-users of SLT. The findings also reveal that RJR employed creative marketing strategies (e.g. snus ambassadors) and may have intended to promote snus as a situational substitute for the cigarette, as evidenced by the company’s recruitment of dual tobacco users.
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Affiliation(s)
- Joshua U Rhee
- Department of Population Health and Disease Prevention, College of Health Sciences, University of California, Irvine, United States
| | - Jamilla Y Abugazia
- Department of Population Health and Disease Prevention, College of Health Sciences, University of California, Irvine, United States
| | - Yan Marco E Dela Cruz
- Department of Population Health and Disease Prevention, College of Health Sciences, University of California, Irvine, United States
| | - David S Timberlake
- Department of Population Health and Disease Prevention, College of Health Sciences, University of California, Irvine, United States
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Teng X, Teng YM, Wu KS, Chang BG. Corporate Social Responsibility in Public Health During the COVID-19 Pandemic: Quarantine Hotel in China. Front Public Health 2021; 9:620930. [PMID: 33634068 PMCID: PMC7901943 DOI: 10.3389/fpubh.2021.620930] [Citation(s) in RCA: 7] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/24/2020] [Accepted: 01/11/2021] [Indexed: 11/13/2022] Open
Affiliation(s)
- Xiaodong Teng
- Intelligent Accounting Research Center, Shandong University of Finance and Economics, Accounting School, Jinan, China
| | - Yi-Man Teng
- College of Modern Management, Yango University, Fuzhou, China
| | - Kun-Shan Wu
- Department of Business Administration, Tamkang University, Taipei, Taiwan
| | - Bao-Guang Chang
- Department of Accounting, Tamkang University, Taipei, Taiwan
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Andrea Sestino, Maria Irene Prete, Luigi Piper, Gianluigi Guido. Internet of Things and Big Data as enablers for business digitalization strategies. Technovation 2020; 98. [ DOI: 10.1016/j.technovation.2020.102173] [Citation(s) in RCA: 35] [Impact Index Per Article: 8.8] [Reference Citation Analysis] [What about the content of this article? (0)] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 05/10/2023]
Abstract
Digitization blurs the lines between technology and management, facilitating new business models built upon the concepts, methods and tools of the digital environment. The purpose of this study is to investigate the role of the Internet of Things (IoT) and Big Data in terms of how businesses manage their digital transformation. The paper argues that the outbreak of IoT and Big Data has resulted in a mass of disorganized knowledge. In order to make sense of the noise, a literature review was carried out to examine the studies, published in the last decade (2008–2019), that analyzed both the Internet of Things and Big Data. The results show that IoT and Big Data are predominantly reengineering factors for business processes, products and services; however, a lack of widespread knowledge and adoption has led research to evolve into multiple, yet inconsistent paths. The study offers interesting implications for managers and marketers, highlighting how the digital transformation enabled by IoT and Big Data can positively impact many facets of business. By treating IoT and Big Data as faces of the same coin, this study also sheds light on current challenges and opportunities, with the hope of informing future research and practice.
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Jaksic-Stojanovic A, Jankovic M. Management and Marketing in Health Institutions. Stud Health Technol Inform 2020; 274:99-107. [PMID: 32990668 DOI: 10.3233/shti200669] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 06/11/2023]
Abstract
In the last decades radical changes in the health care market have happened. Customers continuously require a higher level of quality of service and they become more careful and demanding in the decision process, market intelligence is continuously growing, competition and quality of services are dramatically increasing, as well as the external influences of various lobbyists in many parts of the world. Also, it is important to mention the fact that there are many initiatives for change in many branches of health care delivery, as well as many innovative models for providing health services that change the traditional role of healthcare institutions. In these conditions in order to be competitive on the global market and to create satisfied and loyal consumers of health services, health institutions need to introduce a marketing management concept which is completely in accordance with actual trends on the global market as well as needs and demands of services consumers.
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Kaewpramkusol R, Senior K, Nanthamongkolchai S, Chenhall R. A qualitative exploration of the Thai alcohol policy in regulating alcohol industry's marketing strategies and commercial activities. Drug Alcohol Rev 2018; 38:25-33. [PMID: 30588675 DOI: 10.1111/dar.12885] [Citation(s) in RCA: 5] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 08/09/2018] [Revised: 11/12/2018] [Accepted: 11/28/2018] [Indexed: 11/30/2022]
Abstract
INTRODUCTION AND AIMS The recognition of the association between the use of alcohol and negative health outcomes have led to the endorsement of the World Health Organization's global strategy to reduce the harmful use of alcohol. Given the capacities, capabilities and sociocultural contexts of Thailand, this study aims to examine the Thai alcohol policy against the global strategy's recommended policy measures for marketing control and identify areas for further policy development. DESIGN AND METHODS Semi-structured interviews were conducted with the stakeholders from three sectors: the government, academia and civil society. Their perceptions of the Thai alcohol policy in regulating alcohol industry's commercial strategies and activities were discussed. Audio data were transcribed verbatim, systematically coded and thematically analysed. RESULTS Although the Thai Alcohol Control Act meticulously regulates the content of direct alcohol marketing, the volume of marketing and indirect alcohol marketing have become problematic and difficult for the government to address. The industry has worked to normalise the consumption of alcohol through repetitive brand exposure and their suggestion that drinking was integral for socialisation. The control of alcohol sponsorship was politically sensitive and legally ambiguous because alcohol sponsorship seemed to provide economic and social benefits and further reinforced the industry's positive image. DISCUSSION AND CONCLUSIONS Despite the strict alcohol policy, gaps in the marketing regulations exist. Future policy development should place greater emphasis on alcohol sponsorship and branding through evidenced-based interventions. The interactions between the government and the industry should be monitored and restricted. Rigorous regulations, as seen for tobacco, are encouraged for alcohol marketing.
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Affiliation(s)
- Ratchakorn Kaewpramkusol
- School of Health and Society, Faculty of Social Sciences, University of Wollongong, Wollongong, Australia.,Global Health Division, Office of the Permanent Secretary, Ministry of Public Health, Nonthaburi, Thailand
| | - Kate Senior
- School of Health and Society, Faculty of Social Sciences, University of Wollongong, Wollongong, Australia
| | | | - Richard Chenhall
- Melbourne School of Population and Global Health, Faculty of Medicine, Dentistry and Health Sciences, The University of Melbourne, Melbourne, Australia
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Pettigrew S, Hafekost C, Jongenelis M, Pierce H, Chikritzhs T, Stafford J. Behind Closed Doors: The Priorities of the Alcohol Industry as Communicated in a Trade Magazine. Front Public Health 2018; 6:217. [PMID: 30109222 PMCID: PMC6079248 DOI: 10.3389/fpubh.2018.00217] [Citation(s) in RCA: 12] [Impact Index Per Article: 2.0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/03/2018] [Accepted: 07/10/2018] [Indexed: 11/13/2022] Open
Abstract
Background: Efforts to reduce alcohol-related harm face strong resistance from the alcohol industry. It is important to monitor industry actions over time to assist in developing appropriate responses to this resistance. Monitoring can enable public health to identify industry positions on alcohol policy issues, stay abreast of current and emerging marketing tactics, and inform the development of possible counter-actions. One form of monitoring is the examination of industry trade publications where the industry converses with itself. The aim of this study was to assess industry strategic approaches as communicated in articles published in a leading Australian alcohol trade magazine to provide insights for policy makers and advocacy groups. Methods: Thematic analysis of 362 articles published in a trade magazine over a one-year period. Results: Three primary themes were evident in the articles: (1) the legitimization of alcohol as an important social and economic product, (2) the portrayal of the industry as trustworthy and benign, and (3) the strategic embedding of alcohol in various facets of everyday life. Conclusions: There was a general failure to acknowledge the substantial burden of disease caused by alcohol products, and instead much effort was expended on legitimizing the product and the companies responsible for its production, distribution, and promotion. The level of denial exhibited shows that additional regulation of the industry and its tactics will need to proceed without industry acceptance. Clear resistance to increasing consumer protections also points to the futility of inviting industry members to the policy table.
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Affiliation(s)
| | - Claire Hafekost
- Telethon Kids Institute, The University of Western Australia, Perth, WA, Australia
| | | | - Hannah Pierce
- McCusker Centre for Action on Alcohol and Youth, Curtin University, Perth, WA, Australia
| | - Tanya Chikritzhs
- National Drug Research Institute, Curtin University, Perth, WA, Australia
| | - Julia Stafford
- McCusker Centre for Action on Alcohol and Youth, Curtin University, Perth, WA, Australia
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McDarby F, O'Hora D, O'Shea D, Byrne M. Taking the sweetness out of the 'Share a Coke' marketing campaign: the influence of personalized labelling on elementary school children's bottled drink choices. Pediatr Obes 2018; 13:63-69. [PMID: 27884050 DOI: 10.1111/ijpo.12193] [Citation(s) in RCA: 5] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 05/05/2016] [Revised: 09/07/2016] [Accepted: 09/12/2016] [Indexed: 11/28/2022]
Abstract
BACKGROUND Drink personalization (featuring names on bottle labels) has been used by soft drink companies to make their drinks attractive to children, potentially increasing consumption. To date, no publically available research has evaluated the influence of personalization on children's drink choices. OBJECTIVES To determine (i) whether personalizing bottled drinks influences children's drink choices; (ii) whether it is comparably effective in promoting healthy and unhealthy drinks and (iii) whether drink choices are affected by self-esteem, body mass index and parental factors. METHODS Children aged 8-13 years (N = 404) were randomly assigned to one of three drink labeling conditions: Prime Healthy, Prime Unhealthy and Control. All participants selected one beverage from 12 options, comprising six healthy and unhealthy drinks. RESULTS Personalizing healthy drinks increased choice of healthy drinks (OR, 2.21; 95% CI, 1.24-4.00), and personalizing unhealthy drinks reduced choice of healthy drinks (OR, 0.35; 95% CI, 0.15-.0.75). Higher self-esteem predicted choosing own-named drinks (OR = 1.08, 95% CI, 1.00-1.18; p = .049). CONCLUSIONS Children's drink choices are influenced by personalizing drink bottles. Tighter regulation of this marketing strategy for soft drinks may reduce children choice of these drinks. Personalization may also be used to encourage children to choose healthy drinks.
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Affiliation(s)
- F McDarby
- School of Psychology, National University of Ireland Galway, Galway, Ireland
| | - D O'Hora
- School of Psychology, National University of Ireland Galway, Galway, Ireland
| | - D O'Shea
- Weight Management Service, St Columcille's Hospital, Dublin, Ireland
| | - M Byrne
- School of Psychology, National University of Ireland Galway, Galway, Ireland
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Abstract
This article details a preliminary dataset of global male escort sites to give insight into the scale of the online market. We conducted a content analysis of 499 Web sites and also measured traffic to these sites. Our analysis examined the structural characteristics of escort services, geographical and regulatory contexts, and resilience of such services. Results suggest that most sites are independent and not affiliated to escort agencies, and the majority cater to male escorts soliciting male clients, with a number of sites for female clientele and couples. These Web sites are dispersed globally, with Asian, European, and South American countries the major hubs in the market and a small number of large multinational sites based in the United States and Europe figuring as a major presence in markets. Although still subject to high levels of regulation in many parts of the world, the data suggest that male escorting is becoming more visible in diverse cultural contexts as measured by the number of Web sites appearing in public spaces.
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Affiliation(s)
- Navin Kumar
- a Department of Sociology , Yale University , New Haven , Connecticut , USA
| | - Victor Minichiello
- b Australian Research Centre for Sex, Health, and Society, School of Justice , Queensland University of Technology , Brisbane , Australia
- c School of Justice , Queensland University of Technology , Brisbane , Australia
| | - John Scott
- c School of Justice , Queensland University of Technology , Brisbane , Australia
| | - Taylor Harrington
- c School of Justice , Queensland University of Technology , Brisbane , Australia
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Rico-Alba I, Figueras A. The evolution of Reference Drug Lists and Clinical Practice Guidelines in the public health system of a middle-income country. Br J Clin Pharmacol 2015; 78:410-21. [PMID: 25099259 DOI: 10.1111/bcp.12337] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.2] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 04/26/2013] [Accepted: 01/25/2014] [Indexed: 11/30/2022] Open
Abstract
AIMS The aims were to analyze the dynamics of the medicines formulary in a middle-income country and to analyze the concordance of the included medicines with the national Clinical Practices Guidelines (CPG). METHODS Medicines and their indications of use included in the Mexican Reference Drug List (Mex-RDL) from 1996 to 2013 were analyzed. The top 10 indications with the highest number of medicines in 2013 were analyzed retrospectively until 1996 in order to identify the increase in the number of medicines to treat each one, as well as the progressive specificity of the indication according to the International statistical Classification of Diseases (ICD-10). The concordance between the CPG and medicines approved for the top 10 indications was studied. RESULTS The number of medicines included in the Mex-RDL kept constantly growing from 454 drugs in 1996 to 811 in 2013. Up to 26.3% of these medicines were approved to treat only 10 indications (1.5% of all possible indications of use). Many of these new medicines had been approved for more and more specific indications, while the oldest ones had been approved for general indications. Up to 27.6% of the medicines approved for these top 10 indications do not appear in the updated recommendations of the specific CPG for those indications. CONCLUSIONS During the last 18 years, the new medicines and indications included in the Mex-RDL were redundant and concentrated into few similar clinical conditions. This is a factor that promotes an irrational use of these medicines and, thus, unnecessarily raises the price of health care, undermines the quality of the health system and probably increases the uncertainty of treatments.
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Affiliation(s)
- Israel Rico-Alba
- Health Sciences School, University of the Valley of Mexico, Mexico City, Mexico; Departament de Farmacologia, Terapèutica i Toxicologia, Universitat Autònoma de Barcelona, Barcelona
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Petkova V, Valchanova V, Ibrahim A, Nikolova I, Benbasat N, Dimitrov M. Marketing approaches for OTC analgesics in Bulgaria. BIOTECHNOL BIOTEC EQ 2014; 28:360-365. [PMID: 26019521 PMCID: PMC4433822 DOI: 10.1080/13102818.2014.911477] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/18/2013] [Accepted: 10/16/2013] [Indexed: 11/08/2022] Open
Abstract
The marketing management includes analysis of market opportunities, selection of target markets, planning, developing and implementing of marketing strategies, monitoring and result control. The object of the present study was to analyse the marketing approaches applied for non-steroidal anti-inflammatory drugs (NSAIDs) in Bulgaria. The performed SWOT(planning method used to evaluate the strengths, weaknesses, opportunities, and threats) analysis for one of the leading Bulgarian manufacturers marked the complex corporative strategy for stimulating the sales of NSAIDs. The study results show that the legislation frame in the country gives an opportunity for regulation of the NSAID market in order that incorrect marketing approaches such as disloyal competition are avoided.
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Affiliation(s)
| | | | - Adel Ibrahim
- Faculty of Pharmacy, Medical University-Sofia , Sofia , Bulgaria
| | - Irina Nikolova
- Faculty of Pharmacy, Medical University-Sofia , Sofia , Bulgaria
| | - Niko Benbasat
- Faculty of Pharmacy, Medical University-Sofia , Sofia , Bulgaria
| | - Milen Dimitrov
- Faculty of Pharmacy, Medical University-Sofia , Sofia , Bulgaria
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