Insights into public preferences for pharmaceutical funding

Article


Whitty, Jennifer A., Rundle-Thiele, Sharyn R. and Scuffham, Paul A.. 2008. "Insights into public preferences for pharmaceutical funding." International Journal of Pharmaceutical and Healthcare Marketing. 2 (3), pp. 216-234. https://doi.org/10.1108/17506120810903980
Article Title

Insights into public preferences for pharmaceutical funding

ERA Journal ID41936
Article CategoryArticle
AuthorsWhitty, Jennifer A. (Author), Rundle-Thiele, Sharyn R. (Author) and Scuffham, Paul A. (Author)
Journal TitleInternational Journal of Pharmaceutical and Healthcare Marketing
Journal Citation2 (3), pp. 216-234
Number of Pages19
Year2008
Place of PublicationLondon, United Kingdom
ISSN1750-6123
1750-6131
Digital Object Identifier (DOI)https://doi.org/10.1108/17506120810903980
Abstract

[Abstract]:
Purpose – Taxes are used to subsidise the public use of pharmaceuticals in some countries. This
paper seeks to quantify criteria considered important by the Australian public for allocating resources
for pharmaceuticals.

Design/methodology/approach – A discrete choice experiment (DCE) was administered to two samples of adults in Australia. A forced choice design was used in a pilot study, but an opt-out option was included in the main study to avoid forcing choice. Data were analysed using multinomial logit.

Findings – For the levels and units presented in the DCE, quality of life (QoL) after treatment was the most important attribute in both the pilot and main studies, followed by survival after treatment and the chance of success for a given pharmaceutical. Cost to the government was of little importance in the pilot study, but was of importance in the main study.

Practical implications – By understanding public preferences, marketers can tailor pharmaceutical
offerings that appeal to the public and to relevant pharmaceutical funding bodies when making
submissions, thus increasing the likelihood of receiving public funding support. Understanding public
preferences allows public policy-makers to direct resources towards those medical technologies which are likely to give the greatest overall societal benefit.

Originality/value – This study shows the simultaneous importance of survival, QoL, chance of success and cost to public preferences for pharmaceutical funding. Cost (tax) signals suggest the public are willing to limit the amount they expect the government to pay for effective pharmaceuticals.

Keywordspharmaceutical products, Australia, health services, health behaviour
ANZSRC Field of Research 2020321499. Pharmacology and pharmaceutical sciences not elsewhere classified
350606. Marketing research methodology
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsGriffith University
School of Management and Marketing
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