Impact of cherry picking strategy on medical products' marketing: Moderating role of salesperson gender
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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
Moath Al Azizi2. MD questionnaire as a tool. The questionnaire included statements related to
1Associate
study variables (cherry picking, medical marketing and salesperson gender)
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
2Gastroenterologist, 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: tareq.hashem@iu.edu.jo 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 beingInt. 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 actuallyHashem 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 debateModel and Hypotheses
Int. Res. J. Pub. Environ. Health
In order 262
to better highlight 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)
Talukdar et al (2010) and Ruswanti (2016)
Figure 1. Study model
within the literatureBased on theresearcher
review; above model,was
and able
launching from the debate
to extract within the literature review; researcher was
RESULTS
the following set of able
hypotheses:
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 wereHashem 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 onHashem 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 (R 2 = 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 R 2 = 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 theInt. 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
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