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Communicating nutraceuticals: A multi-stakeholder perspective from a developing nation.

Varsha Jain1, Subhadip Roy2, Neha Damle3

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Summary
This summary is machine-generated.

This study explores the marketing communication strategies for nutraceuticals, involving companies, physicians, pharmacists, and consumers. Understanding each stakeholder

Keywords:
Conceptual modelIndiain-depth interviewsintegrated marketing communicationmulti-stakeholdersnutraceuticals

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Area of Science:

  • Nutritional Science
  • Pharmaceutical Marketing
  • Consumer Behavior

Background:

  • Nutraceuticals, blending nutrition and pharmaceuticals, represent a rapidly growing global market.
  • Their dual nature allows direct-to-consumer advertising and prescription, involving diverse stakeholders.
  • Effective marketing communication is crucial for navigating this complex landscape.

Purpose of the Study:

  • To investigate the marketing communication processes within the nutraceutical industry.
  • To identify the roles and interactions of all key stakeholders in this communication.
  • To provide actionable insights for developing effective nutraceutical marketing strategies.

Main Methods:

  • Conducted 216 semistructured in-depth interviews.
  • Included all relevant stakeholders: company/brand representatives, physicians, pharmacists, and consumers.
  • Employed qualitative analysis to understand communication dynamics.

Main Results:

  • Detailed the specific communication roles of companies, physicians, pharmacists, and consumers.
  • Revealed a comprehensive overview of the marketing communication flow for nutraceuticals.
  • Identified key communication challenges and opportunities across stakeholder groups.

Conclusions:

  • Effective marketing communication strategies are vital for nutraceutical brand success.
  • Understanding the unique perspectives and roles of each stakeholder is essential.
  • Insights gained can guide brands in optimizing their communication efforts for better market penetration.