Marjorie Delbaere, University of Saskatchewan

Research

online communities market mavens opinion leaders health communication

Latest papers

Patient Influencers: Understanding Cultural Inclusivity in Health Communication on Social Media.
Qualitative health research · 2026 · senior author
Development of a Propensity to Self-Medicate with Over-the-Counter Medicines Scale (PSM-OTC).
Innovations in pharmacy · 2022
Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing.
Journal of medical Internet research · 2022 · senior author

All 5 publications

Latest funding

Patient Influencers: A Marketplace Approach to Investigating the Influence of Expert Patients
SSHRC · 2020 · Principal investigator
$85,819
The influence of analogies on consumer learning from direct to consumer drug advertising
SSHRC · 2009 · Principal investigator
$56,570

All 2 grants and awards

5 publications.

01

Patient Influencers: Understanding Cultural Inclusivity in Health Communication on Social Media.

Willis E, Friedel K, Delbaere M

Qualitative health research2026Senior author

DOI: 10.1177/10497323251326842 PMID: 40304536

02

Development of a Propensity to Self-Medicate with Over-the-Counter Medicines Scale (PSM-OTC).

Ayosanmi O, Delbaere M, Taylor J

Innovations in pharmacy2022

DOI: 10.24926/iip.v13i3.4934 PMID: 36627917

03

Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing.

Willis E, Delbaere M

Journal of medical Internet research2022Senior author

DOI: 10.2196/29422 PMID: 35230241

04

Literally experts: expertise and the processing of analogical metaphors in pharmaceutical advertising.

Delbaere M, Smith MC

Health marketing quarterly2014First author

DOI: 10.1080/07359683.2014.907117 PMID: 24878402

05

Metaphors and myths in pharmaceutical advertising.

Delbaere M

Social science & medicine (1982)2013First author

DOI: 10.1016/j.socscimed.2013.01.020 PMID: 23453313

Patient Influencers: A Marketplace Approach to Investigating the Influence of Expert Patients

Principal investigatorSSHRC2020Insight Grants

Principal investigators: Delbaere, Marjorie A.

Keywords: online communities; market mavens; opinion leaders; health communication

$85,819

The influence of analogies on consumer learning from direct to consumer drug advertising

Principal investigatorSSHRC2009Standard Research Grants program

Principal investigators: Delbaere, Marjorie A.

Keywords: consumer behaviour; marketing; cognitive psychology; analogical learning; metaphor; pharmaceuticals; DTC; health care

$56,570

From CIHR, NSERC and SSHRC funding decisions: CIHR since 2008, NSERC since 1991 and SSHRC since 1998, including their latest published competition results.

Write to this professor

A short, specific email works best. This draft uses one of their recent papers; replace the parts in brackets with your own details before sending.

Applying for

Paper to mentionMention their SSHRC grant from 2020

Subject: Prospective PhD student: online communities Dear Professor Delbaere, My name is [your name], and I am a [your current degree or role] at [your institution]. I am applying for a PhD position starting in [term and year]. I read your paper "Patient Influencers: Understanding Cultural Inclusivity in Health Communication on Social Media." (2026), and it connects closely to my own work on [your research topic]. [One or two sentences on what you did and what you learned.] I also saw your SSHRC-funded project "Patient Influencers: A Marketplace Approach to Investigating the Influence of Expert Patients" (2020), and I would be glad to contribute to work in that direction. Are you accepting new PhD students for [term and year]? I have attached my CV and transcripts, and I would be glad to talk at a time that suits you. Thank you for your time. Kind regards, [your name]