Background: The traditional economic view of humans as purely rational, self-interested actors has been challenged by behavioral economics, which integrates psychological insights to explain cognitive biases and their influence on decision-making. This paradigm shift has significant implications for healthcare policy, where understanding societal preferences is crucial for designing effective and efficient interventions. Methods:  This paper explores the potential impact of behavioral economics on economic evaluations in the pharmaceutical sector. It reviews key methodologies for preference elicitation, including discrete choice experiments (DCEs) and the willingness to pay (WTP) method, which are commonly used to value health benefits and patient preferences. The analysis focuses on identifying inherent biases within these methods and connecting them to well-established behavioral economic phenomena. Results: The review identifies several biases in preference elicitation methods, such as compliance, strategic, starting point, and range bias, which are directly linked to behavioral concepts like anchoring. Furthermore, findings from behavioral economics demonstrate that choices are shaped by factors like loss aversion and hyperbolic discounting, leading to decisions that may contradict an individual's true preferences. The concept of a "nudge"—altering the choice context—is shown to potentially influence the outcomes of questionnaire-based research. If proven, this impact suggests that applying nudges could lead to more effective health policies, while simultaneously calling into question the validity of previous studies that did not account for these influences.  

Background: ACE-Inhibitors are commonly used to treat hypertension which is a chronic disorder requiring life-long treatment. There are numerous brands of ACE-Inhibitors available in the Indian pharmaceutical market. There is huge cost variation among different brands of ACE-Inhibitors hence the present study. Methods: Cost of all ACE-Inhibitors (tablets/capsules) available in India was obtained per unit from http://www.medguideindia.com between May to July 2025. For each formulation percentage price variation, mode price and cost ratio were calculated and analysed. Results: Among all ACE-Inhibitors, the highest percentage of price variation and cost ratio was seen in tablet Lisinopril 5mg of 4731.8% and 48.31% respectively, followed by tablet Enalapril maleate 5mg with price variation of 1214.28% and cost ratio of 13.14%. Furthermore, Ramipril 5mg tablet with percentage of price variation and cost ratio of 1098% and 11.98% respectively. Conclusion: There is a lot of price variation among the various brands of ACE-Inhibitors available in India. This can lead to noncompliance by the patient. The regulatory authorities should use their jurisdiction in controlling the price variation of such branded drugs.

Background: Pharmacy marketing strategies play a pivotal role in shaping prescribing and dispensing behavior. Over the past decade, pharmaceutical companies have shifted their promotional approaches in response to regulatory changes, technological advances, and evolving pharmacy practices. However, little is known about how the perceived effectiveness of such strategies has changed over time. Objective: To evaluate longitudinal changes in the perceived effectiveness of pharmaceutical marketing strategies among community pharmacies in Iran between 2013 and 2025. Methods: A repeated cross-sectional survey was conducted in two waves (2013 and 2025). Pharmacies were selected randomly from the national registry, and data were collected using a mixed-methods approach combining structured questionnaires and semi-structured interviews. The questionnaire assessed the effectiveness of marketing strategies on a five-point Likert scale, covering domains such as personal relations, promotional materials, financial incentives, and product presentation. Comparative analysis across years was performed using Welch’s t-tests for mean differences, chi-square tests for distributional shifts, and effect size measures (Cohen’s d, Cramer’s V). False discovery rate (FDR) adjustment was applied to correct for multiple testing. Results: A total of 488 pharmacies in 2013 and 329 pharmacies in 2025 completed the survey. Descriptive findings indicated an overall decline in the perceived effectiveness of traditional promotional, while interpersonal strategies such as pharmacist–representative relationships and personal skills of representatives showed relative stability. Inferential analysis confirmed significant temporal differences for several strategies, with the strongest effect sizes observed in financial incentives (price reduction offers) and sampling. Thematic analysis of interviews highlighted increasing skepticism toward material-based promotion and a growing emphasis on professional trust and evidence-based information. Conclusion: This study provides the first 12-year trend analysis of pharmacy perceptions of marketing strategies in Iran. Findings suggest a shift from material-driven promotion toward relational and knowledge-based approaches. These results have implications for both pharmaceutical marketing practice and policy, underscoring the need for adaptive strategies that align with evolving pharmacy expectations.

Background: Neuromarketing is an interdisciplinary approach generated by integrating neuroscience, psychology, and marketing. It has emerged as a powerful tool to understand and influence consumer behavior by analyzing neural responses to marketing stimuli. In the pharmaceutical sector, decision-making is complex and often emotionally charged; neuromarketing offers novel insights into patient and healthcare professional engagement and brand communication strategies. Methods:  This review comprehensively discusses the role of neuromarketing in different fields, including pharmaceutical marketing, with a focus on the utility of neuroimaging and psychophysiological tools such as fMRI, EEG, eye-tracking, galvanic skin response, and others to decode subconscious responses to pharmaceutical advertisements, packaging, and digital campaigns. A critical analysis of existing literature from healthcare and related sectors was conducted. Results: The reviewed literature highlights the significance of these tools in enhancing the efficacy of marketing strategies and promoting ethical consumer interactions. The review also addresses safety concerns associated with neuromarketing practices, including data privacy, informed consent, and the potential for manipulation. The integration of neuroscientific data into marketing raises important ethical and regulatory challenges, especially in the health sector. In addition, future research directions emphasize the need for standardized methodologies and long-term impact assessments to ensure that neuromarketing contributes constructively to public health communication. Conclusion: The reviewed literature highlights the significance of these tools in enhancing the Overall, this article underscores the transformative potential of neuromarketing in the pharmaceutical domain while advocating for a balanced approach that safeguards consumer autonomy and promotes improved evidence-based marketing practices..

Objective: Nigeria bears a high prevalence of HIV, and donor funding for HIV programs has been known to decline in previous years. This makes the judicious use of healthcare resources paramount. Cost evaluation is important for sustainable HIV financing and policy decisions, however, the scope and quality of HIV cost evaluation studies are unknown. This systematic review investigates the scope, methodological quality, and features of published HIV cost evaluation studies, with the intent of highlighting knowledge gaps and strengthening economic evidence base for HIV program planning. Method and Results:  A search for some databases was conducted using relevant search strategies. Eleven HIV Cost evaluation studies published in 9 journals outside Nigeria were identified. Based on a 14 point score, the mean score of the studies was found to be 10.56. Five studies were rated fair andsix rated good. The quality of the study was not significantly related to the country, type of publication and funding source (p>0.05). There was no significant correlation between the quality of studies and number of authors, year of publication, cost estimates and sample size (p>0.05.The studies captured HIV related cost  outcomes which included direct medical costs, willingness to pay, catastrophic expenditures, and the cost effects of decentralization. Non of the studies assessed indirect medical cost. Conclusion: HIV Cost evaluation studies were found to be limited in number though of good quality, All  published in foreign journals.This emphasizes the need for building indigenous research expertise, promoting dissemination in local or African journals and encouraging research policy partnerships.