An investigation of promotional mix considerations for mail-order prescriptions: facilitating the market's acceptance of a partial health care-cost remedy.
While the U.S. health care system is confronted by a daunting assortment of problems, the foremost crisis almost certainly involves the excessive costs of health care. Mail-order prescriptions offer a modest, albeit worthwhile, measure of relief from high health care costs. This study investigates the information search behaviors and product perceptions that characterize current users and nonusers of mail-order prescriptions. Implications and recommendations concerned with the development of promotional strategies for mail-order prescriptions are derived from the findings.
Strutton
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Department of Marketing, University of Southwestern Louisiana, Lafayette 70504.
Pelton
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LE
True
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SL
D000368:Aged; D000704:Analysis of Variance; D003256:Community Participation / Q000706:statistics & numerical data*; D003363:Cost Control / Q000379:methods; D011307:Drug Prescriptions / Q000191:economics; D005069:Evaluation Studies as Topic; D005163:Factor Analysis, Statistical; D005260:Female; D006801:Humans; D008389:Marketing of Health Services / Q000191:economics* / Q000379:methods; D008875:Middle Aged; D010593:Pharmaceutical Services / Q000191:economics / Q000458:organization & administration*; D011177:Postal Service / Q000191:economics*; D011795:Surveys and Questionnaires; D014481:United States; D044465:White People