1. bookVolume 26 (2021): Issue 1 (June 2021)
Journal Details
License
Format
Journal
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
access type Open Access

Biomarketing: Understanding Brand Perception through Biological Process, and User-Friendly Materials and Platforms

Published Online: 17 Jun 2021
Page range: 32 - 38
Journal Details
License
Format
Journal
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
Abstract

The aim of this work is to provide a cogent review of biomarketing. This review work will pave the way for the study of how brand engagement and buying decision could be understood through the biological perspective by holistic and strategic marketing communications. The methods used was the mining of relevant literature and websites on marketing with perspective of biology. Biomarketing is an emerging discipline that traverse the fields of social and biological science. Biomarketing pose that the interactions between salespeople and customers can be studied from a biological perspective. The emerging research in marketing studies of buyer–seller interactions has explored the role of genes, hormones, and pleasure and pain processes. Clarity in health communication aid customer understanding of brand information. Future work in biomarketing field would be to investigate the mechanistic association of biomarkers in brain and blood of customers with the brand and the market benefits.

Keywords

American Medical Association (AMA). (1999). Health Literacy: Report of the Council on Scientific Affairs. Journal of the American Medical Association, Vol. 281, 552-557. Search in Google Scholar

Bagozzi, R.P., & Verbeke, W.J.M.I. (2014). Biomarketing: An emerging paradigm linking neuroscience, endocrinology, and genetics to buyer–seller behavior. In Moutinho L., Bigné E., & Manrai A.K. (1st Edition), The Routledge companion to the future of marketing. New York, USA: Routledge, 107-133. Search in Google Scholar

Bagozzi, R.P., Verbeke, W.J.M.I., van den Berg, W.E., Rietdijk, W.J.R., Dietvorst, R.C., & Worm, L. (2012). Genetic and Neurological Foundations of Customer Orientation: Field and Experimental Evidence. Journal of the Academy of Marketing Science, Vol. 40, 639-658. Search in Google Scholar

Davis, TC, Bocchini, JA Jr, Fredrickson, D, Arnold, C, Mayeaux, EJ, Murphy, PW, Jackson, RH, Hanna, N, & Paterson, M. (1996). Parent Comprehension of Polio Vaccine Information Pamphlets. Pediatrics, Vol. 97, 804-810. Search in Google Scholar

DeRitis, E. (2002). Targeted Biomarketing: Helping Biotech Businesses Grow. BioPharm, 48-56. Search in Google Scholar

Doak, L.G., & Doak, C.C. (2004). Pfizer Principles for Clear Health Communication. 2nd Edition. Pfizer Inc. 1-86. Search in Google Scholar

Dogramatzis, D. (2011). Healthcare Biotechnology: A Practical Guide. Boca Raton, USA: CRC Press, Taylor & Francis Group, 1-664. Search in Google Scholar

Dogramatzis, D. (2012). Biomarketing strategy and tactics 101: Part II of III. J. Commer. Biotechnol, Vol. 18, Issue 1, 43-57. Search in Google Scholar

Dolan, P.L. (2010). 86 % of physicians use Internet to access health information, available at: http://www.ama-assn.org/amednews/2010/01/04/bisc0104.htm Search in Google Scholar

Ellison, T.P., & Gray, P.B. (2009). Endocrinology of Social Relationships. Cambridge, MA: Harvard University Press. Search in Google Scholar

Fatoki, O.P., & Fatoki, T.H. (2021). Experiential Marketing: Effects on Brand, Customer and Market Experience, and Industrial Applications with Perspectives from Nigeria. Marketing – from Information to Decision Journal (In Press Article). Search in Google Scholar

Gheorghe, M.C, Purcărea, V.L., & Gheorghe, R.I. (2017). Experiential Marketing Scale Development for Health Care Services. In Soliman K.S. (Ed.), Sustainable Economic Growth, Education Excellence, and Innovation Management through Vision (pp. 3906-3918). Search in Google Scholar

Jannesari, M., Ghorbani, H., & Haery, F.A. (20214). Effects of managers’ perception of competition intensity in the industry and marketing capabilities on the brand performance. International Journal of Academic Research in Business and Social Sciences, Vol. 4, Issue 2, 299-309. Search in Google Scholar

Keefe, L.M. (2008). Marketing defined. Marketing News, Vol. 42, 28-29. Search in Google Scholar

Kerry, S., & Dan, H. (2016). Experiential marketing: secrets, strategies, and success stories from the world’s greatest brands. Hoboken, New Jersey, USA: John Wiley & Sons, Inc. 1-227. Search in Google Scholar

Ku, M.S. (2015). Recent trends in specialty pharma business model. Journal of food and drug analysis, Vol. 23, 595-608. Search in Google Scholar

Liang, B.A., & Mackey, T. (2011). Prevalence and global health implications of social media in direct-to-consumer drug advertising. Journal of Medical Internet Internet Research, Vol. 13, Issue 3. Search in Google Scholar

Lieberman, M.D., & Eisenberger, N.I. (2009). Pains and Pleasures of Social Life. Science, Vol. 323, 890-891. Search in Google Scholar

Liu, Q., & Gupta, S. (2014). Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review. In: M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry (pp. 629-649). International Series in Quantitative Marketing, Vol. 20, New York, SUA: Springer. DOI 10.1007/978-1-4614-7801-0_21 Search in Google Scholar

Maruthappu, M., & Williams, C. (2013). The biomarket. Global Public Health: An International Journal for Research, Policy and Practice, Vol. 8, Issue 1, 106-119. DOI:10.1080/17441692.2012.758300 Search in Google Scholar

Nicolaou, N., Shane S., Adi G., Mangino M., & Harris, J. (2011). A Polymorphism Associated with Entrepreneurship: Evidence from Dopamine Receptor Candidate Genes. Small Business Economics, Vol. 36, 151-155. Search in Google Scholar

PhRMA. (2008). The Facts about Pharmaceutical Marketing and Promotion. Washington, DC, USA. Search in Google Scholar

Shankar, V. (2008). Strategic allocation of marketing resources: methods and insights. In: Kerin, R.A. & O’Regan, R. (Eds), Marketing mix decisions: new perspectives and practices (pp. 154-183). Chicago, USA: American Marketing Associations. Search in Google Scholar

Shankar, V., & Li, J. (2014). Leveraging Social Media in the Pharmaceutical Industry. In: M. Ding et al. (Eds.), Innovation and Marketing in the Pharmaceutical Industry (pp. 629-649). International Series in Quantitative Marketing, Vol. 20, New York, SUA: Springer. DOI 10.1007/978-1-4614-7801-0_16 Search in Google Scholar

Tannoury, M., & Attieh, Z, (2017). The Influence of Emerging Markets on the Pharmaceutical Industry. Current Therapeutic Research, Vol. 86, 19-22. Search in Google Scholar

Vakratsas, D., & Kolsarici, C. (2014). How DTCA Influences Prescription Pharmaceutical Markets. In: M. Ding et al. (Eds.), Innovation and Marketing in the Pharmaceutical Industry (pp. 629-649). International Series in Quantitative Marketing, Vol. 20, New York, SUA: Springer. DOI 10.1007/978-1-4614-7801-0_22 Search in Google Scholar

Verywell. (2020). Relevance: One Key to Connecting With Health Audiences, available at: https://www.fiercepharma.com/sponsored/relevance-one-key-to-connecting-health-audiences Search in Google Scholar

Yenicioglu, B., & Christodoulides, G. (2014). Branding in the age of digital connectivity. In Moutinho, L., Bigné, E., & Manrai, A.K. (1st Edition), The Routledge companion to the future of marketing (pp 268-281). New York, USA: Routledge. Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo