Word-of-Mouth influence in prescription medication : Case: PrEP (Pre-Exposure Prophylaxis) – HIV prevention medication

Abstract

This research aims to sheds lights on identifying the key characteristics of word-of-mouth (WOM) influence in the recommendation of PrEP and scrutinizes their impact of PrEP recommendation on PrEP users´ perceived influence. Through literature review, WOM marketing was found to have a potential influence on healthcare marketing which motivated this study. By adopting the theoretical framework from the study of Akira and Young (2016), identified WOM determinants are characteristics of message sender (expertise and trustworthiness), the message (richness of message content and strength of message delivery), homophily and involvement. All mentioned independent latent variables were treated as antecedents impacting dependent variable WOM influence. The data was collected by disseminating a survey on the Facebook group called ´PrEP facts: Rethinking HIV prevention and sex´ asking current PrEP users to recall the most recent accepted recommendation about PrEP. Following the quantitative research, the findings manifest that WOM influence in PrEP recommendation was positively impacted by expertise, strength & richness of message delivery and homophily. Accordingly, Gilead Sciences Inc., the drug producer, is recommended to increase the marketing of PrEP to healthcare professionals, adopt storytelling in their message delivery and embrace patient advocacy groups.