Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products
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 no...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/67351 |
| _version_ | 1848761543595917312 |
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| author | Woodside, Arch Persing, A. Ward, B. Decotiis, A. |
| author_facet | Woodside, Arch Persing, A. Ward, B. Decotiis, A. |
| author_sort | Woodside, Arch |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T10:33:21Z |
| format | Journal Article |
| id | curtin-20.500.11937-67351 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:33:21Z |
| publishDate | 2018 |
| publisher | John Wiley & Sons |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-673512018-09-07T00:49:18Z Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products Woodside, Arch Persing, A. Ward, B. Decotiis, A. 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. 2018 Journal Article http://hdl.handle.net/20.500.11937/67351 10.1002/mar.21104 John Wiley & Sons restricted |
| spellingShingle | Woodside, Arch Persing, A. Ward, B. Decotiis, A. Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title | Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title_full | Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title_fullStr | Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title_full_unstemmed | Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title_short | Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| title_sort | advertising archetypes' impact on physician engagement and behavior in the context of healthcare products |
| url | http://hdl.handle.net/20.500.11937/67351 |