Purpose – The purpose of this paper is to use results from a comprehensive analysis of a physician‐prescribing model to draw guidelines on how to promote a new drug in the presence of competing older drugs, in a chronic therapeutic state. Design/methodology/approach – The authors use an...

Purpose: The purpose of this paper is to identify key social medial channels which pharmaceutical firms need to consider when desiring to understand consumer behavior, build, maintain and proactively manage relationships. Also, it proposes the application of analytic hierarchy process (AHP)...