International Journal of Business

Management & Research (IJBMR)

ISSN(P): 2249-6920; ISSN(E): 2249-8036
Vol. 4, Issue 6, Dec 2014, 63-72
TJPRC Pvt. Ltd.

THE OPINIONS OF PHARMACISTS ABOUT THE POSSIBILITY OF USING

ELECTRONIC MEANS OF COMMUNICATION BY PHARMACEUTICAL COMPANIES
TO FACILITATE THE PROCESS OF TRADE EXCHANGE
ALI MAHMOOD JASIM ALSAMYDAI
Research Scholar, Program in Pharmaceutical Sciences, Faculty of Pharmacy,
At Al-Zaytoonah University of Jordan, Jordan

ABSTRACT
This study aimed to identify the opinions of Pharmacists about the possibility of using electronic means of
communication by pharmaceutical companies to facilitate the process of trade exchange for this purpose, a model has been
designed for the study, which included a number of factors which were identified in an investigation and examination of
the environment of the pharmaceutical commerce organization in Jordan. The study's constructs were divided into five
dimension including scientific and guidance information, information about services, using of electronic communication
means and the pharmacists views. Five hypotheses were developed based on the dimensions of the study as well as on
relevant literature; in addition, a sixth hypothesis was added to measure the correlation between different constructs of the
study's model. In order to collected the data required for examining the hypotheses and reaching conclusions,
a questionnaire consisting of (30) questions covering the dimensions and hypothesis of the study, was designed, the design
and development of this questionnaire was based on an initial pretested survey distributed to a sample consisting of 15
pharmacists in Amman Jordan. The questionnaire was then distributed to pharmacists in Amman Jordan. Data collection
resulted in 47 usable surveys for subsequent analysis. Overall, the findings provided supported the model of the study.
All the hypotheses regarding the impact of the factors were included in the study. The results of the study show that the
E-Mail and Facebook are the electronic communication means that pharmacist used the most, but both Twitter and
YouTube are negative. The results of the study indicated that there is a significant relationship between all contrasts in the
study model.

KEYWORDS: Pharmacist View, E-Communication Means, Pharmaceutical Commerces, Dialing

INTRODUCTION
The technological development in various aspects including communications, has led to significant changes in
methods of working with business organization (included pharmaceutical commerce organizations) and transition from
styles and additional methods that were prevalent, and still are, to methods and advanced electronic media in all fields,
including the process of communication and promotion of the organization and its production. (alsamydai at 2014).
The internet is helping to globalize and to change the nature of pharmaceutical marketing, and thus raises some
new challenges for regulators (sheej at 2011).
The new communication media regulators have had an exponential development among the delivery and
reception methods of information between people (Alexandra2001). Internet advertising provides an important tool for
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Ali Mahmood Jasim Alsamydai

business marketing communication and a useful medium that enables people to acquire brand information
(Huang and Tsong 2010) The term of online marketing is defined more clearly (Myerson and Scarborough 2008),
which not only covers the communication area. Pharmaceutical companies have to decide how to organise and assign
responsibilities for e-business, and more specifically, e-marketing and sales. (Aleksandar at 2001) as a result of the
adoption of e-communication by organizations, which led to a multiplicity of them using such as E-mail, SMS messages, in
addition to evolution in social media (Facebook, YouTube and Twitter) and other media, this made many of the alternative
means which can be used nowadays by the organizations. However, in spite of the expansion of usage of
E-communications and it success, there are many business organizations sticking to the traditional manner to promote their
product because they are convinced that the messages within this traditional method are more effective.
The organizations of drugs trade still in general used the classic means in communicating and dealing with
pharmacies, therefore this study focuses on the views of pharmacists who prefer using the electronic communication means
in many sides to facilitate receiving update, scientific, guidance and service information from organizations of drugs trade.
Also in this study we were interested in both of E-mail and Facebook, the media that the organizations of drugs trade use it
in corresponding with pharmacists in the beginning of converting them towards electronic communication means.
This study includes many factors which were divided into five dimensions, such as: scientific and guidance information,
information about services and using of electronic communication means and the pharmacists views.
The five hypotheses were developed versus to the five-dimensional also to the six that were concerned to the
relationship between different components of the study's model thus showing the presence of a correlation existent between
the components of the study model.

STUDY QUESTIONS
The adoption of communication electronic means has become one of the aspects of the civilization development
in all life facilities economic, social, and cultural and other fields. Most of organizations are becoming dependent on these
means in communicating and implementation of various tasks for their ease of use and effective results. In the
pharmaceutical sector, an urgent need for the adoption of these methods, especially by drug stores in its dealings and
communication with different pharmacies for the multiple benefits for both sides. The questions of study are centering on:

Does the use of communication electronic means by the medicines trade organizations with pharmacies have
multiple benefits?

Do the use of communication electronic means by the medicines trade organizations for communicate with
pharmacies have beneficial results for both parties

Do the use of communication electronic means have facilitates the dealings between both the medicines trade
organizations and pharmacies

Do that pharmacists want that medicines trade organizations should not use communication electronic means in
their dealings

STUDY OBJECTIVES
It is clear that technological development has a significant effect on the expression in the traditional means at
business organizations, including medicines trade organizations and its dealing with pharmacies. The adoption of
Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

65

The Opinions of Pharmacists About the Possibility of Using Electronic Means of

Communication by Pharmaceutical Companies to Facilitate the Process of Trade Exchange

electronic communication means has a great importance in the marketing of medicines for the benefits that can be obtained
as a result of this adoption.
This study aims to:

Knowing the extent of using electronic communication means by medicines trade organizations to communicate
with pharmacies.

Knowing the extent of adoption of the medicines trade organizations of electronic communication means with
pharmacies in conducting their business dealings.

Knowing the extent of to which pharmacies are taking advantages from electronic communication means that
approved by the medicines trade organizations to deal with it.

Knowing the extent of pharmacists' desire in the using of electronic communication means by the medicines
warehouses to communicate and deal with them.

HYPOTHESES OF THE STUDY

H1: Scientific and guidance information that sent by communication electronic means from medicines trade
organizations have significant effect on the views of pharmacists in dealing with them.
H2: Information about the process of dealing that sent by communication electronic means from medicines trade
organizations have significant effect on the views of pharmacists in dealing with them
H3: Information about the services process that sent by communication electronic means from medicines trade
organizations have significant effect on the views of pharmacists in dealing with them.
H4: communication electronic means (Email, Facebook, Youtube, Twitter) have different Effect on the views
of pharmacists.
H5: the information that sent through communication electronic means from medicines trade organizations have
effect on the views of pharmacists in dealing with them.
H6: There is a significant correlation between the components of the study model.

STUDY MODEL
The study design of the survey sample was based on:
(Mutat, 2012)) (Sheeja et al, 2011 ) (Acar and Polonsky, 2007). ) (Alsa) Adiane, 2013
In addition to the researcher who polled a sample of pharmacies (12) Pharmacy in Amman to identify the most
important indicators and the factors that play a role in the adoption of the electronic communication means by the
pharmaceutical warehouses to deal with pharmacies. Such is considered as a new approach and has an important part in
meeting the needs of these pharmacies, from medications to conveying information especially about new medications.
In the light of that, the form has been designed as following:

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Ali Mahmood Jasim Alsamydai

Figure 1: Study Model

LITERATURE REVIEW
Traditionally, the pharmaceutical industry and commerce organizations has been slow to adopt digital
communication strategy often simply means the website, e-mail, social media and other digital marketing techniques,
specially beyond the website. Yet today, more pharma businesses are starting to use digital marketing tools, such as social
media sites or ecommerce sales, to engage with customers and allow them to buy products online. Some companies have
realized the importance and value of digital marketing, for example, Johnson and Johnson company, was one of this
companies. Some companies have realized the importance and value of digital marketing, for example, Johnson and
Johnson company was the first regulated healthcare companies to launch a YouTube chinned and Pfizer are pond proud to
be active and responsive on all major social networking platforms, Utilizing YouTube Facebook and Twitter to interact
with customers.
Sheeja et al 2011) Focused on the role of E-marketing (The study of in Pharmaceutical Business This study
confirmed that the Internet is helping to globalize and to change the nature of pharmaceutical marketing, and this raises
some new challenges for regulators. While the study (Kevin et al 2010) suggest that Integrating information technology
and marketing, an examination of the drivers and outcomes of e-marketing capability. The results of this study suggest that
researchers and partitions should pay special attention to the complementary resources that are needed to successful
implement IT-enabled marketing initiatives and that an emphasis on the technology alone may not be sufficient. As for the
study (Julika et al 2014) focused on Online social networking sites - a novel setting for health promotion. And the results
of this study indicate that the Online social networking sites (SNS) such Facebook our populate platforms for social
interaction and may therefore be considered as "novel Setting" that could be exploited for health promotion. The Internet
and in particular the online social networking sites (SNS) such as Facebook or Myspace Boyd and Ellison, 2007. Today the
internet has reached near libiguity and is generally regarded as an indispensable communication tool throughout the
developed worked (Bennett and Glasgow 2009).
The last years, we have seen a tremendous growth in usage and popularity of these sites among over younger
users (Freeman and Chopman, 2008, Colld et al, 2012) (Carmen Y. Rebeca, 2012) in there study; E-mail marketing:
virtual Focus and derangement factors. Find that the success of virtual marketing starts when individuals are involved in
the opening-forwarding process, therefore, it is vital to understand the factors that determine this process. The study also
focused on the Explore how individual social capital and the message characteristics (Source, Subject and content) Impact
the intention to open and forward virtual messages.

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

67

The Opinions of Pharmacists About the Possibility of Using Electronic Means of

Communication by Pharmaceutical Companies to Facilitate the Process of Trade Exchange

RESULTS
Test of Reliability
A reliability coefficient of (Cronboach's Alpha) 701 or higher is considered "acceptable in most social research.
The result of this test in the current study is 79% as table 1
Table 1: Reliability Coefficient
Not Cases
47

Cronbuch's Alpha
.79

No Have
30

Result General
By using descriptive analysis it was determined that the of all questions are over the midpoint (3) except for the
questions (19, 20, 27, 28), this results show in table (2)
Table 2: Descriptive Statistics and One-Sample T-Test
The Business Organization of Medicines Trade are Using
the Electronic Communication Means to Send:
First Dimension: Scientific and Guidance Information
1-messages about the new medicines
2- Messages about the development of existing medicines
3-messages about the way of using
4- Detailed information about the medicines
5-the Manufacturers
6- Instructional and identifiable information.
Second Dimension Information About the Process of
Dealing
7- orders information
8-prices information
9-discounts information
10- Information about the delegates visiting times.
11- Information about Terms of Sale.
Third Dimension Information About Services
12-ways to deliver drugs.
13-traditional methods of payment
14-electronic methods of payment
15-Dealing with drugs that expire.
16-Other Provided Facilities
Four Dimension Using of Electronic Communication Means
17-- E-mail Is using to send scientific information, dealing and
services provided to pharmacists.
18--Facebook Is using to send scientific information, dealing
and services provided to pharmacists.
19- Youtube Is using to send scientific information, dealing and
services provided to pharmacists.
20- Twitter Is using to send scientific information, dealing and
services provided to pharmacists.
Five Dimension the Pharmacists Views
21- the using of electronic communication means by the
medicines organizations affects at the level of your dealings
with them
22- The scientific information that sent from medicines
organizations by the electronic communication means has an
impact and benefit

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Mean

Std
Dev

T
Value

Signifier

4.06
3.49
3.38
3.29
3.02
3.21

.828
1.80
1.03
.83
1.05
1.02

8.91
3.10
2.54
2.45
.13
1.43

.000
.000
.000
.000
.000
.000

3.78
3.61
3.74
3.55
3.27

.91
.87
.93
.97
.90

5.94
4.84
5.79
3.89
2.10

.000
.000
.000
.000
.000

3.34
3.70
3.10
3.87
3.78

.91
.99
.96
.87
.83

2.54
4.82
.759
6.83
6.48

..014
.000
..045
.000
.000

3.87

.87

6.83

.000

3.34

097

3.00

.000

2.93

. 84

-0.52

.000

2.42

.58

-6.78

.000

3.81

.68

8.15

.000

3.76

.73

7.21

.000

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Ali Mahmood Jasim Alsamydai

Table 2: Contd.,
23- information about dealing with medicines organization that
sent by electronic communication means that helps on the
performance of dealing with them
24- Information and services that sent by electronic
communication means from medicines organizations are
satisfying
25- electronic communication Means have a significant impact
on your views
26- - E-mail is affect in your dealing with medicine trade
organization.
27- facebook is affect in your dealing with medicine trade
organization
28- - youtube is affect in your dealing with medicine trade
organization.
29- -twitter is affect in your dealing with medicine trade
organization.
30- the electronic communication means are affect in your
dealing with medicine trade organization

3.68

.72

6.43

.000

3.76

.86

6.07

.000

4.17

.81

9.83

.000

4.08

.82

8.96

.000

3.97

079

8.45

.000

2.25

1.27

-4.00

.000

1.74

1.05

-8.2

.000

4.02

.89

7.81

.000

Testing Hypothesis
The first category: test results of first of hypothesis of the study are shown in table (3) statistical analysis of this
table illustrates the overall mean score of respondent which measures the dimensions (D1, D2, D3, D4, and D5) that
correspond to the first hypotheses.
The means values of these are (H1= 3.41, H2=3.60, H3=3.56, H4=3.34 and H5=3.53) These values are above the
scale midpoint (3) with the standard deviation showing small dispersion this means moreover.
These result were further validated by one-sample t-test which revealed that the overall mean difference for these
dimensions as whole was statistic significant (N=0.000) at H5=0.05) with height T. Value, H1 =3.98, H2=5.57, H3=8.37,
H44.59and H5=8.06) these values are bigger than tabular value (t=2.02)
As a result of the hypotheses are accepted, except the hypotheses D11, this results show in the Table (3).
Table 3: Testing Hypothesis First Category
Test Value =3
The Hypothesis
H1:: Scientific and guidance information that sent by communication
electronic means from medicines trade organizations have significant effect on
the views of pharmacists in dealing with them.
H2: Information about the process of dealing that sent by communication
electronic means from medicines trade organizations have significant effect on
the views of pharmacists in dealing with them
H3: Information about the services process that sent by communication
electronic means from medicines trade organizations have significant effect on
the views of pharmacists in dealing with them
H4: communication electronic means (Email, Facebook, Youtube, and
Twitter) have different Effect on the views of pharmacists.
H5: the information that sent through communication electronic means from
medicines trade organizations have effect on the views of pharmacists in
dealing with them

Mean
Score

Std
Dev

T
Value

Sig

3.41

.70

3.98

.000

3.60

.74

5.57

.000

3.56

.46

8.37

.000

3.39

0.52

4.59

.000

3.53

.44

8.06

.000

The second category: It tests the construct of the study model. In order to test the relationship between the
Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

69

The Opinions of Pharmacists About the Possibility of Using Electronic Means of

Communication by Pharmaceutical Companies to Facilitate the Process of Trade Exchange

constructs of the study model, spearman, correlation coefficient was adopted and hypothesis (H6) was developed. There is
a significant relationship between the constructs of study model (H6: There is a significant correlation between the
components of the study model)
Results of the analysis of spearman's coefficient are shown in the table (4)
Table 4: Spermans Correlation Coefficient
Diminutions
Dim 1
Dim 2
Dim 3
Dim 4
Dim 5

Dim 1
1.600
.252
.614
0.020
.097

Dim 2
.252
1.000
.575
.313
.167

Dim 3
.614
.575
1.000
.142
.441

Dim 4
.020
.313
.142
1.000
.362

Dim 5
.097
.167
.441
.362
1.000

In Table (4) the correlation coefficient indicates a correlation between the constructs of studys model thus,
hypothesis (6) is accepted

DISCUSSIONS AND CONCLUSIONS

This study is aims to find out the views of pharmacists in the possibility of using the electronic communication
means to facilitate the process of dealing with drugs trade organizations. For this purpose, a model has been designed for
the study, which included a number of factors which were identified in an investigation and examination of the
environment of the pharmaceutical commerce organization in Jordan. The study's constructs were divided into five
dimension including scientific and guidance information, information about services using of electronic communication
means and the pharmacists views. Two categories of the hypothesis were developed based on literature review and pre-test
study. The first category includes five hypothesis in which each one covers a dimension included in the study's model,
where it represents the factors that affect pharmacists views, according the survey of the sample under study.
The analysis of the data was mainly based on conducting 'description statistics to extract the means and the
Standard Deviation. This was followed by using a one sample T-test analysis to examine the first categories of hypotheses.
As for the second category of the research hypotheses (the sixth hypotheses) that was mainly developed to examine the
relationship between different components of the study's model, spearman's correlation coefficient was used to test this
hypothesis. The responses of the study's sample to questionnaire question (30) question, were all are positive expect for
four question were less than three (midpoint=3). The highest value was scored by question (25) with a mean of (4.17),
this question is retain to effect of the electronic communication have a significant impact on your view with a value of
(t=9, 83). The data analysis of first dimension of this study (scientific and guidance information) showed that the message
about the new medicine scored highest with a mean of (4.06) followed by messages about the development of existing
medicine with a mean of (3.49). These results indicated the willingness of pharmacists to get the information about what is
new from drugs and the development that happen on the existent drugs market. But the second dimension shows the orders
information take the highest mean (3.78), while discount information's take mean (3.74) and price information take (3.61).
This showed clearly the importance of this information's for pharmacists in dealing with the organizations of drugs trade.
However, in the third dimension about dealing with drug the highest mean value appear (3.87) for expire information's,
while other provided facilities took mean value (3.78). About the fourth dimension which is the using of the electronic
communication means show that the E-mail is most recommended used with mean value (3.87) then Facebook with mean
of (3.42). While the pharmacists views about each of YouTube and Twitter are negative which are (2.42) and (2.36)
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Ali Mahmood Jasim Alsamydai

respectively because these means are less than (midpoint 3) Finally the fifth dimension about the pharmacists views on
electronic communication means has significant impact on your views with mean value (4.17) which is the highest value of
all; the e-mail takes (4.08) and Facebook takes (3.97) which show that this electronic communication means that can be
used to facilitate the process of drugs dealing. The study proved that there is a correlation with moral indication between
the different components of the study's model. All the hypothesis of the studies was validated; finally a significant
correlation between all the constructs of the study model was established.

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