Identifying and Prioritizing Drivers and Challenges of Marketing Communications for Herbal Medicinal Products: A Qualitative Approach

Soraya  Vedadi; Alireza Mokhtari; Ani  Mirzakhanyan

Authors

Soraya Vedadi Department of Communications, Ta.C., Islamic Azad University, Tabriz, Iran Author https://orcid.org/0009-0000-3421-5331
Alireza Mokhtari Department of Social Sciences, Payame Noor University, Tehran, Iran Author https://orcid.org/0000-0003-4593-4328
Ani Mirzakhanyan Department of Social Communication Sciences, WT.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0000-0002-0737-8917

Keywords:

Integrated Marketing Communications, herbal medicine, Attar, trust integration, mediator, centrality, fuzzy Delphi method, dual market

Abstract

This research aims to design and elucidate an Integrated Marketing Communication (IMC) model for the Iranian herbal products industry. This industry has consistently faced structural challenges arising from the confrontation and coexistence of a dual market—traditional (Attaris/traditional apothecaries) and modern (pharmacies and digital platforms)—necessitating a localized and tailored approach to communication strategies. The study was conducted using a mixed-methods (qualitative-quantitative) approach. In the qualitative phase, fundamental categories and concepts were extracted through in-depth interviews with 18 experts and key participants. Subsequently, in the quantitative phase, a fuzzy Delphi approach was employed to validate and prioritize these components. The opinions of 18 specialists were analyzed over three consecutive rounds, leading to the final approval of seven key indicators. Research findings revealed that in the local context of Iran, the traditional apothecary (Attar) is not merely a physical distribution channel but acts in a pivotal role as an “intermediary and reference of trust.” Consequently, the classical concept of “message integration” shifts to an “integration of trust” approach within this industry. The fuzzy Delphi prioritization results, based on the defuzzification index, confirmed that the categories of “dual consumer logic” and “shift of communication control (from the manufacturer to the traditional intermediary)” hold the highest strategic priorities, respectively, highlighting the need to reconsider the allocation of communication resources. Finally, the study concludes by emphasizing the necessity of achieving a “strategic synthesis” between the capacities of tradition and the tools of modernity—an approach where digital channels are utilized not as substitutes, but as complements to traditional networks. By elucidating the concepts of “integration of trust” and “intermediary-centricity,” this research significantly contributes to the localization of IMC theory in markets with a dual structure.

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