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Consumer Behaviour in Pharma and Healthcare Marketing by Dr Sudhinder Singh Chowhan, Dr Shilpi Chowhan

Consumer Behaviour in Pharma and Healthcare Marketing

by Dr Sudhinder Singh Chowhan , Dr Shilpi Chowhan
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Book cover type: Hardcover
  • ISBN13: 9798902074557
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Notion Press
  • Publisher Imprint: Notion Press
  • Publication Date:
  • Pages: 356
  • Original Price: GBP 24.99
  • Language: English
  • Edition: N/A
  • Item Weight: 1112 grams
  • BISAC Subject(s): Consumer Behavior

Consumer Behaviour in Pharma and Healthcare Marketing offers a comprehensive look at how patients, healthcare professionals, and payers make decisions in today's fast-evolving, consumer-driven healthcare landscape. Blending behavioural science with real-world industry insights, the book explores the psychological, social, and cultural factors shaping healthcare choices, the critical role of intermediaries, and the unique challenges posed by trust, ethics, and regulation in pharma.

Organised into six parts, it covers foundational consumer behaviour concepts, internal and external influences, HCP engagement, the pharma marketing mix, adherence and loyalty strategies, and future trends including AI, telemedicine, digital health, and personalized care. With practical frameworks, case studies, and actionable guidance, this book equips students, researchers, and industry professionals to design ethical, patient-centric, and effective healthcare marketing strategies that create meaningful impact in an increasingly complex digital world.

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