International Research Journal of Public and Environmental Health Vol.8 (4),pp. 259-267, July 2021 Available online at https://www.journalissues.org/IRJPEH/ https://doi.org/10.15739/irjpeh.21.027 Copyright © 2021 Author(s) retain the copyright of this article ISSN 2360-8803

Original Research Article

Impact of cherry picking strategy on medical products' marketing: Moderating role of salesperson gender

Received 28 May, 2021 Revised 20 June, 2021 Accepted 27 June, 2021 Published 15 July, 2021

Tareq N. Hashem*1 The current study aimed at examining the influence of cherry-picking and strategy on medical products through the moderating role of salesperson gender. Study adopted the quantitative approach through utilizing the 2 Moath Al Azizi . MD questionnaire as a tool. The questionnaire included statements related to study variables (cherry picking, medical marketing and salesperson gender) 1 Associate Professor, Marketing on liker 5 scale. Results of study indicated that there an influence of cherry- Department, Isra University, picking marketing strategy on medical product, in addition to that, Amman, Jordan. salesperson gender moderates the relationship between the dependent and 2 Gastroenterologist, Mediclinic independent variable. Study recommended focusing more on experience of Al Ain Hospital, Abu salesperson in addition to increase the attention on gender and its role in Dhabi, UAE. moderating the process of marketing and purchase decision.

*Corresponding Author Keywords: Cherry picking, marketing strategy, medical marketing, salesperson, Email: [email protected] gender, purchase process, purchase decision

INTRODUCTION

Marketing is defined according to its traditional concept as order to market for their product and make sure that they human activities that contribute to ease of trade, which have access to the targeted audience (Tong et al., 2020). involves not only the exchange of goods but many services From that point, a marketing strategy is a comprehensive (Talukdar et al., 2010). Ruswanti (2016) argued that plan that aims to achieve the goals of the organization and marketing in simple words is the process of opening its marketing activities, based on a set of data and research channels of communication between the buyer and seller that directs the organization towards its general marketing by the buyer visiting the market in order to buy the orientation, and through which all advertising and products, and the seller’s presence in the market to search promotion work is carried out (Lo and Campos, 2018). for buyers and sell the products to them. However, Ryoo et From another point of view, Ducange et al. (2018) al. (2016) presented a more modern definition for marketing strategy is the long-term planning of business marketing which is the fulfillment of the function goals that the company wants to achieve. To achieve this, it associated with the strategic planning of the efforts that it is important to choose well-defined actions to enhance the seeks to direct and activate its supervisory role within the reputation of products and services or to increase sales in profit-making programs for the establishment and meeting the market. Taking advantage of opportunities is vital to the needs of the people. find the target market and the ability to make customers With the course of time, marketing stopped being just an loyal to the organization so that the position of the effort made by interested individuals to promote a certain company becomes stronger. service or product, it became more of a science that based Marketing strategies have been used widely in all aspects on ideas, notions, strategies and application (De Pelsmacker of marketing regardless of the service/product being et al., 2018). Those strategies and application paves the way marketed (Popkova et al., 2017). The main focus is to be for marketers to know themselves better in the marketing able to reach targeted audience, convince them with the field, and choose the best and most appropriate method in product / service, and make sure that what is being Int. Res. J. Pub. Environ. Health 260

marketed for has the ability to fulfill peoples' needs and - Highlight the role of sales' person characteristics desires based on price, quality and approach of marketing (gender) when it comes to medical marketing (Ghosh, 2017). According to Yousaf and Xiucheng (2018), Generally speaking, the following question is to be the approach of marketing is a major idea here, it refers to answered through current study: the aspects that are shown by the marketer to the customer, their appearance, way to talking, gender, What is the impact of cherry picking strategy on characteristics and ability to be convincing. medical products' marketing, and how salesperson gender can moderate this impact? Problem Statement Literature Review With the development of all aspects of life, and the undeniable development in the field of medicine and health, Marketing Strategies there appeared a need to launch an approach that is able to guarantee the best marketing for medical products whether There are many types of marketing strategies that can be it was medical tools or medicine in general (Cant and van relied upon in promoting the products and services Scheers, 2010). Ruswanti (2013) argued that with the provided by the organization, such as the strategy of connections between local and foreign experiences the differentiation, the strategy of focus, and others, and these need for marketing in the field of medicine is very much felt strategies are of great importance in increasing the growth and is being actively implemented in Russia. What is that? of the organization's business to the extent that it may lead Marketing system in medicine allows you to identify drivers to adding some expansion to it. Take it into account when of demand, reorienting goods and services so that determining the marketing strategy to be followed; in customers' needs are met, while optimizing costs through addition to that it is based on a group of elements of which an effective marketing policy. All this is necessary in a the product component is the main one (Tong et al., 2020). market with increasing competition and rising costs of According to De Pelsmacker et al. (2018), all types of production. marketing strategies play a very important role in Now, given that the market became aware that medical identifying the environmental situation surrounding the products need to be marketed, then all marketing strategies organization, which contributes to the development of can be applied on medical products given that at the end plans commensurate with him and the resident, as it they are products, interested people need to know of them, establishes a kind of balance between the institution and its became aware of their existence and make purchase business and the environmental situation in which it decisions (van Scheers and Cant, 2007). operates. On the other hand, a sensitive issue appeared on the On the other hand, Lo and Campos (2018) stated that the surface with the development of marketing field, which is chosen marketing strategy of whatever type includes the the gender of the marketer. On that account, Borders et al. task of searching for the best opportunities that the (2017) argued that men are less able to run a purchasing organization can obtain, and at the same time it also process compared to women who are always able to includes the task of searching for the obstacles that the manage a purchase and accomplish it with the client in the organization may face in making its work a success. Also, easiest way; Borders et al. (2017) also added that women Ducange (2018) argued that this adopted strategy assumes make amazing sales person due to their ability to convince the task of clarifying all the characteristics of the labor and the way they approach a client is somewhat closer market, as it includes a recent and accurate study of the compared to a male sales person approaching a client. markets in which the institution conducts its business. Donoho et al. (2012) also suppored the same idea, that is Based on the traffic plan followed in any type of women are more entitled for marketing compared to men marketing strategies, the data and information that the task due to the social, physical and psychological differences of providing it is responsible for, it can be said that it that gives them the priority to more forwards the greatly contributes to knowing the marketing crises that marketing field. Stan (2015) also came in favor of gender may be faced in the next time, as well as knowing the differences arguing that the gender issue is a big concern results that the decisions of those in charge of the when it comes to identifying the relationship between a marketing process may lead to (Popkova et al., 2018). marketer and a buyer. Based on what was mentioned above, current study seeks Cherry Picking in as a Marketing Strategy to examine the influence of 'cherry picking' marketing strategy on medical products' marketing through the First of all, when dealing with the term "cherry picking" moderating role of salesperson gender. according to the linguistic meaning, it refers to the situation in which farmers pick and choose the best cherries in the Objective and Questions crop. As for conventionally, Cherry picking refers to behavior by the seller or buyer in which one or both of In order to achieve the above mentioned aim, current study them are sensitive to a specific element of the product or followed objectives including: service such as quality, price, source, origin of production, - Identify the nature of medical marketing or so on (Talukdar et al., 2010; Doyle, 2016). - Define strategy of cherry picking in marketing The concept of Cherry picking is a term actually Hashem and Moath 261

belonging to the investment field, and it is a marketing organization provides the service to customers at a lower investment strategy through which the organization tries to cost, as they have waived many advantages in exchange for reach and target the most profitable clients in a specific a better price. market and include them in the marketer circle for them On the other hand, Jones et al. (2018) believes that periodically (Wassermann et al., 2015). Regarding this Cherry picking is the case in which organizations serve term, it was indicated by Andrade (2021) and Wan et al. customers that are the most secure and least exposed to (2019) that, in a specific market or industry, the risks in all its forms and those who are able to fulfill their organization does not treat clients equally, but rather that financial obligations, and that Cherry picking is applied to customers are gradually hierarchically within the certain behavior of consumers in which they are highly marketing circle of the organization from the most selective, and In this case, the consumer is highly selective important to the least important, and from here, an idea and opportunistic. emerged Cherry picking, which is actually trying to limit costly marketing campaigns to specific clients who are Cherry Picking in Medical Marketing considered more rewarding than serving all customers. As for Fox and Hoch (2005) – the godfathers of the terms Medical marketing in all its forms is one of the most difficult - it was indicated that the Cherry picking strategy is usually and complex types of marketing, as it requires orientation a marketing option for organizations with limited towards certain market groups interested in the product or resources, which do not want to waste their resources by service, especially that marketing concerned with marketing to all categories of customers, but rather trying materials, devices and medical products that are in great in one way or another to reach the guaranteed customers demand by hospitals, centers and medical clinics (von and serve them in a somewhat expensive marketing way Mutius and Huchzermeier, 2020). compared to other destinations Canonical marketing. The principle of cherry picking in medical marketing is As for Ruswanti (2016) and Okumus et al. (2018), it was based on attracting the medical authorities who are more confirmed that the idea of cherry picking is not limited to able to afford the expenses of their requests, and usually organizations, but it may be the strategy of the customers private clinics and hospitals that enjoy a great deal of themselves in making a purchase decision or dealing with a financial freedom compared to those government and specific organization. Regarding customers, it can be said whose expenses are subject to the approval of the that customers who does cherry picking is the customer government agencies concerned with the matter such as who does not buy multiple products from the same source, the Ministry the health (Shah et al., 2017). but depends on certain parties in selecting specific Agarwal et al. (2015) indicates that Cherry picking is a products or services that they think are the best and most very important matter in the field of medical marketing, as appropriate, or the Cherry picking customer is the instead of the organization working in the field of customer who is not convinced to buy the offered products, medicines or medical devices studying and analyzing stocks but rather wants to access specific products from the same related to medicines in the stock exchange, the organization party, but they are not offered to all. follows up a certain and limited number of establishments It is not required according to Ryoo et al. (2016) that the and Medical agencies that actively guarantee their interest cherry picking customer is interested in the product only, in the field, and try to reach the largest number of those but the Cherry picking customer may be sensitive to prices, interested, especially those aspiring to develop a and it is usually very high awareness of the prices by the mechanism for working and dealing with patients from consumer that pushes them to move from one place to multinational hospitals that do not follow the loss of the another in search of a specific product at a better price, that nationality of the country in which they operate. is, the customer exerts a lot of effort and energy in order to In the case of cherry picking, it is not required that the make a purchase decision for a specific product at a medical facility be interested in all products, rather it can preferential price, given that this method is purchasing only be interested in a specific product or service that it intelligence and awareness of the market. constantly requests and has other specific suppliers of other medical materials and tools, here, the marketing Examples of Cherry Picking organization can increase the marketing focus on a specific product or service because the designated healthcare Examples of Cherry picking are the so-called Dell cherry- facility requires this product and not others, and this is picking, which are Dell's clients for computers, as clients of cherry picking. this organization are characterized by their great ability to choose computers that suit their desires, and therefore the Model and Hypotheses organization attaches those clients special importance to They maintain that they are willing to pay for the product In order to better highlight the aim and content of current that satisfies them (Babin et al., 2016). study, researcher adopted a group of variables extracted In addition to that, we find Southwest Airlines, which also from studies of Talukdar et al. (2010) and Ruswanti (2016). uses the Cherry picking method by selecting customers who The following model was developed by researcher in order are sensitive to price direction, and who are willing to to clearly explain the relationship between variables compromise a lot of The advantages of convenience in (Figure 1): exchange for a preferential price, and therefore, the Based on the above model, and launching from the debate Model and Hypotheses Int. Res. J. Pub. Environ.In order Health to better highlight262 the aim and content of current study, researcher adopted a group of variables extracted from studies of Talukdar et al (2010) and Ruswanti (2016). The following model

was developed by researcher in order to clearly explain the relationship between variables: Medical Marketing Consumer Characteristics Cherry Picking Strategy Market Characteristics Retailer Characteristics

Salesperson Gender

Figure 1. Study model (Talukdar et al. , 2010 and Ruswanti, 2016) Figure 1. Study model Talukdar et al (2010) and Ruswanti (2016)

within the literatureBased review; on the researcher above model, was and ablelaunching to extra fromct the debateRESULTS within the literature review; researcher was the following set of ablehypotheses: to extract the following set of hypotheses: Demographic Results H1: Cherry picking strategy has an impact on medical marketing In the below Table 1, it can be seen that majority of sample H2: Sales person gender moderates the relationship who responded to the questionnaire was from Jordan between cherry picking strategy and medical marketing forming 56.8% compared to 43.2% of responses from UAE. In addition to that, 69.2% of respondents appeared to be males within the age range of more than 47 years forming METHODOLOGY 32.5% followed directly by those who were within age range of 33-39 forming 30.2% of the sample. Researcher has chosen to adopt the quantitative approach In terms of qualifications, it can be seen from the table in order to collect primary data in current study; a that 42% of respondents was specialists and specialist questionnaire was built utilizing Talukdar et al. (2010) and forming 33.7% of the total sample. In addition that, Ruswanti (2016) in order to formulate its statements. The majority of respondents appeared to be working within the questionnaire was designed in two main sections, the first private sector forming 69.8% of total sample with an took into perspective demographics of study sample, while experience of 6-10 years forming 50.9% of the sample. the other presented statements related to study variables When asked who makes the decision when purchasing based on liker 5 scale (1 strongly disagree, 2 disagree, 3 any type of medical necessities, 47.3% of the sample neutral, 4 agree, 5 strongly agree). responded that both they and the hospital management Population of study consisted of doctors of different agree on mutual decision regarding the need to purchase specialties in both United Arab Emirates and Jordan. A medical supplies. On the other hand, when asked if there sample of (200) was chosen to represent study population. were a certain medical supplier that they prefer to deal Application process took place online due to two main with compared to others, the answers came either reasons, the first is due to the inability to personally hand depending on the situation or that there is already a certain the questionnaire to doctors in UAE, and the other is due to source that they prefer to deal with 77% of the total COVID19 health precautions, in this case, the online sample. questionnaire through Google forms was the best choice. Above Table 2 presented mean and standard deviation of The questionnaire was built and arbitrated by specialists questionnaire statements as according to respondents' in the field in order to make sure that all statements answers; it was seen through analysis that all respondents matches main aim of study and able to be answered. The had a positive attitude towards statements of questionnaire questionnaire remained online for a total of 12 weeks in considering that all statements scored higher than mean of order to reach the targeted sample. scale 3.00 and was seen to be statistically positive. The After application process, researcher was able to retrieve most positively answered statement was articulated " Even (169) properly filled questionnaire which indicated a if I have a specific brand I keep checking up other brands" response rate of 84.5% as statistically accepted. Cronbach scoring a mean of 3.68/5.00 compared to the least alpha was used to test the reliability of the scale, it was positively answered statement articulated " I have specific found that alpha value =0.968 was greater than accepted brands to deal with in my clinic and I don't change them" percept 0.60 which reflected the reliability of the scale scoring a mean of 3.20/5.00. (Sekaran and Bougie, 2016). Above Table 3 indicated that all statements were Hashem and Moath 263

Table 1. Sample percentage and frequency

Nationality f % Valid Jordan 96 56.8 UAE 73 43.2 Gender Valid FEMALE 52 30.8 MALE 117 69.2 Age Valid 26-32 18 10.7 33-39 51 30.2 40-46 45 26.6 47+ 55 32.5 Qualification Valid Consultant 57 33.7 GP 41 24.3 Specialist 71 42.0 Occupation Valid Governmental Hospital 51 30.2 Private Sector 118 69.8 Experience Valid 1-5 35 20.7 10+ 48 28.4 6-10 86 50.9 Who Makes the Decision When Purchasing Any Type of Medical Necessities Valid Hospital Board 46 27.2 I'm the main decision maker 43 25.4 Me+ Hospital Board 80 47.3 Is There a Certain Medical Supplier that You Prefer to Deal with Compared to Others? Valid Depending on Situation 65 38.5 No 39 23.1 Yes 65 38.5 Total 169 100.0

Questionnaire Results

Table 2. Mean and Standard Deviation of Cherry Picking Strategy

Mean Std. Deviation Cherry Picking Strategy I'm always contacted with brands that I buy from the most 3.46 1.035 Some brands contact me in person but not my fellow doctor 3.34 1.040 I'm distinguished by special treatment from the brand I deal with 3.46 1.165 I prefer to be a VIP customer for a specific brand 3.35 1.176 I don’t accept random brands SPs 3.43 1.184 I always seek better deals 3.61 1.254 Even if I have a specific brand I keep checking up other brands 3.68 .984 I rarely check-up a medical brand, they tend to contact me from their end 3.43 1.095 I have specific brands to deal with in my clinic and I don't change them 3.20 1.177 I have developed good friendships with SP from different medical brands 3.66 1.058 cherry 3.4604 .83888

received in a positive way bearing in mind that all of them as it can be noticed, all statements scored higher than mean scored higher than mean of scale 3.00. The most positively of scale 3.00 which indicated a positive attitude from answered statement was articulated "I am extremely respondents towards the presented statements. The most ingredients conscious" which scored a mean of 3.72/5.00 positively answered statement appeared to be "Gender compared to the least positively answered statement doesn't matter in taking a purchase decision" which scored articulated "I am extremely price-conscious" scoring a a mean of 3.75/5.00, compared to the least positively mean of 3.41./5.00. answered statement which was "Gender is crucial in the In the following Table 4, we can see that mean and relationship between a customer and a SP" scoring a mean standard deviation were calculated for salesperson gender, of 3.10/5.00 but still statistically positive. Int. Res. J. Pub. Environ. Health 264

Table 3. Mean and Standard Deviation of Adoption of Medical Brands

Adoption of Medical Brands Mean Std. Deviation I am extremely price conscious 3.41 1.077 I am extremely ingredients conscious 3.72 1.113 I appreciate a well-informed SP 3.72 1.085 Gender doesn't interfere with my adoption of a certain brand 3.60 1.189 I look up the brand before I meet with its SPs 3.45 1.131 I only accredit a brand which I am familiar with 3.41 1.087 My previous experiences with the brand is what pushes me to adopt it 3.71 1.088 My adoption of medical brands differs according to my needs 3.61 1.142 I tend to mix and match between brands 3.52 1.173 I am very picky when it gets to my clinic and medical needs 3.68 1.192 Adoption 3.5794 .91349

Table 4. Mean and Standard Deviation of Sales Person Gender

Salesperson (SP) Gender Mean Std. Deviation Male SP is more effective in serving male customers and vice versa 3.27 1.179 Female attractiveness play a role in the selling process 3.35 1.171 Male SP induce a stronger purchase intention 3.32 1.109 Female SP induce a stronger purchase intention 3.31 1.178 Male SP has higher level of customer-oriented selling 3.22 1.072 Female SP has a higher level of customer-oriented selling 3.23 1.107 Gender doesn't matter in taking a purchase decision 3.75 1.058 Gender is crucial in the relationship between a customer and a SP 3.10 1.299 I pay attention to what the community say regarding a new medical brand 3.66 1.047 Experience and ability to convince is the main issue in SP 3.71 1.077 Physical appearance plays a role in making a purchase decision 3.60 1.048 Medical community prefers males to market for new brands 3.13 1.126 The gender doesn't matter to medical community as long as the person is educated 3.73 1.015 Females have a higher level of commitment compared to males 3.12 1.040 Females are more punctual compared to males 3.23 .994 Salesperson (SP) Gender 3.3821 .79178

Table 5. Testing 1st Hypothesis

Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .783a .614 .611 .56947 ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression 86.032 1 86.032 265.288 .000b Residual 54.157 167 .324 Total 140.189 168 Coefficients Model Unstandardized Coefficients Standardized t Sig. Coefficients B Std. Error Beta 1 (Constant) .627 .186 3.365 .001 cherry .853 .052 .783 16.288 .000

Hypothesis Testing: Table 5, r = 0.783 reflected high and positive relationship between the independent variables and the dependent Cherry picking strategy has an impact on medical variable. Also, it was found that the independent variables marketing explained 78.3% in the variance of the dependent variable. Also it was found that F value was significant at 0.05 level, Linear regression was used to test above hypothesis in that meant Cherry picking strategy has an impact on Hashem and Moath 265

Table 6. Testing 2nd Hypothesis

Model Summary Model R R Adjusted R Std. Error Change Statistics Square Square of the R Square F Change df1 df2 Sig. F Estimate Change Change 1 .783 .614 .611 .56947 .614 265.288 1 167 .000 2 .826 .682 .678 .51801 .069 35.824 1 166 .000 3 .843 .710 .705 .49611 .028 15.980 1 165 .000 ANOVA Model Sum of Squares df Mean Square F Sig. Consumer Regression 86.032 1 86.032 265.288 .000 Characteristics Residual 54.157 167 .324 Total 140.189 168 Market Regression 95.645 2 47.822 178.216 .000 Characteristics Residual 44.544 166 .268 Total 140.189 168 Retailer Regression 99.578 3 33.193 134.859 .000 Characteristics Residual 40.611 165 .246 Total 140.189 168

medical marketing. questionnaire, and AMOS was used in order to screen and process the gathered primary data. Sales person gender moderates the relationship Study was able to reach following findings: between cherry picking strategy and medical - Cherry picking strategy has an impact on medical marketing marketing. - Sales person gender moderated the relationship The Hierarchal regression test was used to test the second between cherry picking strategy and medical marketing. hypothesis and as it can be noticed from Table (6), the - Respondents showed high level of awareness existence of a statistically significant effect of the cherry regarding the gender of sales person and its influence on picking strategy on medical marketing, as the value of (R2 = purchase decision. 0.614, p≤0.5). Through the above analysis, a conclusion was reached The Salesperson (SP) Gender variable was added in the that cherry picking has a significant impact on marketing in second step, and it was found that it added Δ R2 = 6.9% of the medical field, especially if attention is paid to the the total interpretation factor and it is significant value. In gender of the marketer in the marketing process. And the addition to that, the interaction between cherry picking idea of cherry picking contributed to tracking and strategy and Salesperson (SP) gender variable was added in monitoring the most profitable and most beneficial the third step, and it was found that it added Δ R2 = 2.8% of customers of the organization in order to improve the the total interpretation factor and it is significant value. marketing process provided to them and maintain them for That meant Sales person gender moderated the the longest possible period. The study also proved that the relationship between cherry picking strategy and medical idea of the marketer’s gender greatly affects the customer’s marketing which indicated that all hypotheses in current acceptance of the product being marketed for, as it was study was accepted. noticed – through the analysis – that customers usually continue to search and pay attention to other sources of the products they are looking for even if they have A reliable DISCUSSION and convinced source proved, and this is proven by the paragraph (Even if I have a specific brand I keep checking up Current study aimed at examining the impact of cherry other brands), which scored the highest average compared picking strategy on medical products' marketing through to other paragraphs of the Cherry Picking Strategy variable. the moderating role of sales person gender in comparison On the other hand, the study proved that the level of between Jordan and UAE. The study hypothesized that as a experience of the marketer in the product is the most start, cherry picking as a strategy does influence the influential, and the extent of his knowledge of the marketing of medical products', in addition to that; sales characteristics and advantages of his product is the one that person gender moderates this relationship in a clear and actually affects the extent to which the customer accepts vivid way. Reaching that aim was done depending on this product, and accordingly it can be said that the interest quantitative approach; a questionnaire was utilized and in the experience, knowledge and ability of marketers has uploaded online through Google forms in order to collect an impact Great in attracting customers who have a great primary data. A sample of (169) GPs, specialists and ability to be cherry pickers, as the medical field is not an consultants from both Jordan and UAE responded to the easy field to market to, and actually by the fact that the Int. Res. J. Pub. Environ. Health 266

marketer is based on marketing a particular medical Conflict of Interests product in front of a customer who has sufficient knowledge and a large amount of information about The authors declare that there is no conflict of interests medical products and their components, that is, that The regarding the publication of this manuscript. experience is available to both parties, and a lack of experience in the marketer can cause a shortcoming in the entire marketing process and thus lose the customer REFERENCES completely. In the field of medical marketing, the marketing process Agarwal S, He J, Sing TF, Song C (2015). Why do real estate is one of the most important steps adopted by the agents buy houses at lower prices? Cherry picking or organization in order to promote the medical service or bargaining power. 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The Role them, and therefore, there must be a specific interest in the of Preference-Based Value Transplantability as A gender of the marketer and his marketing experience. Mediation of Adaptive Selling, Salesperson Brand

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