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David A. Holdford, Ph.D.

Vice Chair for Graduate Studies

Department of Pharmacotherapy & Outcomes Science

Location:  McGuire Hall, Room 213
Phone: (804) 828-6103
Curriculum Vitae

David A. Holdford, BSPharm., M.S., PhD, FAPhA completed his Doctoral Degree at the University of South Carolina where he specialized in pharmaceutical marketing and Pharmacoeconomics. Prior to joining the faculty at Virginia Commonwealth University (VCU) in 1995, Dr. Holdford completed his BS in Pharmacy at University of Illinois in Chicago and an MS in Pharmacy Administration at Ohio State. He worked as a pharmacist and manager at hospitals in Chicago and Columbia, South Carolina. At VCU, Dr. Holdford conducts research, teaches, and consults in the areas of pharmaceutical marketing, health outcomes research, and Pharmacoeconomics. He is the author of the published textbook Marketing for Pharmacists from American Pharmacist Association Publications, and co-edited/authored the book Leadership and Advocacy for Pharmacy. He has authored over 60 papers and book chapters in health care and business publications.

Mailing Address

School of Pharmacy
Dept of Pharmacotherapy & Outcomes Science

410 N 12th Street
P.O. Box 980533
Richmond, VA 23298-0533
Fax: (804) 628-3991

Area of Focus

  • Marketing of Drugs
  • Applied Pharmacoeconomics
  • Marketing of Pharmacist Services
  • Medication Safety


  • Ph.D., Pharmacy Administration (University Of South Carolina, 1995)
  • B.S., Pharmacy (University of Illinois at Chicago, 1980)
  • M.S., Pharmacy Administration (Ohio State University, 1981)

Academic Appointments/Professional Experience

  • (2002 - Present) Associate Professor, School Of Pharmacy, Virginia Commonwealth University
  • (1995 - 2002) Assistant Professor, School Of Pharmacy, Virginia Commonwealth University
  • (2011 - Present) Professor, School of Pharmacy
  • (1993 - 1995) Pharmacist, Palmetto Poison Center, School Of Pharmacy, University Of South Carolina
  • (1988 - 1992) Hospital Pharmacist, Lexington Medical Center, West Columbia, Sc
  • (1985 - 1988) Pharmacy Inpatient Supervisor, Lexington Medical Center, West Columbia, Sc
  • (1981 - 1985) Hospital Pharmacist, Grant Hospital, Chicago, Il

Professional and Scholarly Interests

  • Developing a Marketing Mindset in Pharmacists
  • Managing and Leading Pharmacists
  • Using Pharmacoeconomics in Clinical Practice
  • Science of Safety

Research Interests

  • Off-label Marketing of Drugs
  • Assessing Pharmaceutical Services
  • Buzz Marketing


PubMed Search
The publications search is performed on the National Library of Medicine's PubMed database. The search may be slow during high traffic hours, may return articles authored by another researcher with a similar name and may not always find all of a researcher's articles.

  • Books/Book Chapters
    • Holdford DA. Marketing For Pharmacists. 2nd Edition. American Pharmaceutical Association Publications, Washington, Dc. 2007.
    • Holdford DA, Brown TR, editors. Introduction to Hospital and Health-System Pharmacy Practice. 1st ed. Bethesda, Maryland: American Society of Health-Systems Pharmacists; 2010. (IN PRESS)
    • Leadership And Advocacy For Pharmacy By Cynthia J. Boyle (Editor), Robert S. Beardsley (Editor), David A. Holdford (Editor) American Pharmacists Association Publications, Washington, Dc. 2007.
    • Holdford DA. “Chapter 10: Human Resources Management Functions.” Pharmacy Management. Mcgraw Hill Publishing, Desselle, S. And Zagarrick D. Editors. Mcgraw-Hill Publishing . Pp. 171-183; 2004.
  • Recent Publications
    • Patkar AP, Holdford DA, DF Brophy, Pyles M. “Off-Label Prescribing Of Erythropoiesis-Stimulating Proteins In U.S. Hospitals.” Drug Information Journal: Vol 41, Pp. 431-440 (2007).
    • Holdford DA, Liang BA, The Growing Influence Of Generic Drugs: What It Means To Pharmacists And Physicians. Power-Pak C.E. A Publication From The Postgraduate Institute For Medicine. Pgs 1-12. December 2006.
    • Holdford DA. “Service Scripts - A Tool For Teaching Pharmacy Students How To Handle Common Practice Situations.” American Journal Of Pharmaceutical Education. (70)1: Article 02: 1-7 (2006).
    • Holdford DA. “Understanding The Dynamics Of The Pharmaceutical Market Using A Social Marketing Framework.” The Journal Of Consumer Marketing. 22 (7): 388-396 (2005).
    • Holdford DA. “Using Buzz To Promote Ideas, Services, And Products” J Amer Pharm Assoc. 44(3):387-396 (2004).
    • Holdford DA, Patkar A. “Identifying The Service Quality Dimensions Of Pharmaceutical Education.” Journal Of Pharmaceutical Education; 67 (4) Article 108. 1-11 (2003).
    • Chang ZG, Kennedy DT, Holdford Da, Small Re. “Pharmacists’ Knowledge And Attitudes Towards Herbal Medicine.” The Annals Of Pharmacotherapy. June: Vol. 34. 710-715. (2000).
    • Phillips S, Macdougall C, Holdford Da. “Analysis Of Empiric Antimicrobial Strategies For Cellulitis In The Era Of Methicillin-Resistant Staphylococcus Aureus.” The Annals Of Pharmacotherapy: Vol. 41, No. 1, Pp. 13-20 (2007).
    • Summers KM, Holdford DA, Crouch MA. “Cost-Effectiveness Analysis Of Antithrombotic Therapy In Non-Urgent Percutaneous Coronary Intervention.” Pharmacotherapy. (26)5:609-618 (2006).
    • Holdford DA. "Managing Yourself: An Essential Skill for Managing Others." Published simultaneously in Pharmacy Today. Pp. 45-54, April (2009) and Journal of the American Pharmacists Association 49(3):436-445 (2009).
    • Maxwell CB, Holdford DA, Crouch MA, Patel DA. Cost-effectiveness analysis of anticoagulation strategies in non-ST-elevation acute coronary syndromes. Ann Pharmacother 2009 April;43(4):586-95.
    • Holdford DA, Warholak TL, West-Strum D, Bentley JP, Murphy JE, Malone DC. Teaching the Science of Safety in U.S. Schools of Pharmacy. Report Findings. “A Baseline Evaluation of the Integration of the ‘Science of Safety’ into the Curriculum of the Doctor of Pharmacy Degree in U.S. colleges and Schools of Pharmacy” American Journal of Pharmaceutical Education. 75(4) Article 77, 2011.
    • Patel DA, Holdford DA, Edwards E, Carroll NV. Estimating the Economic Burden of Food Allergy and Anaphylaxis in the United States. Journal of Allergy and Clinical Immunology posted: 14 April 2011
    • Joshi AD, Patel DA, Holdford DA. Media Coverage of Off-label Promotion: A Content Analysis of US newspapers. Research in Social and Administrative Pharmacy, Pre-publication copy available online at Posted Nov. 2010.
    • Warholak TL, West-Strum D, Holdford DA. The Educating Pharmacy Students and Pharmacists to Improve Quality Program: Tool for pharmacy practice. J Am Pharm Assoc. 2010;50.
    • Orensky IA, Holdford DA ““Predictors Of Medication Noncompliance In The Outpatient Anticoagulation Clinic Setting.” Pharmacotherapy. 25(12): 1801-1808 (2005).
    • Stephenson A, Carroll NV, Holdford DA. “A Comparison Of The Costs Of Manufacturer Unit-Dose And Repackaged Unit-Dose In Seven-Day Dispensing Systems” Consultant Pharmacist 19(3):215-221(2004).
    • Kennedy DT, Paulson DM, Eddy TD, Patel PC, Patkar AD, Holdford DA, Genina VY, Griffin EN. “A Smoking-Cessation Program Consisting Of Extensive Counseling, Pharmacotherapy, And Office Spirometry: Results Of A Pilot Project In A Veterans Administration Medical Center.” Pharmacotherapy. Oct; 24(10):1400-7 (2004).
    • Brophy DF, Ripley EBD, Holdford DA. “Pharmacoeconomic Considerations In The Health System Management Of Anaemia Inpatients With Chronic Kidney Disease And End Stage Renal Disease.” Expert Opinion In Pharmacotherapy. 4(9): 1461-1469 (2003).
    • Tran MT, Holdford DA, Kennedy DT, Small RE. “Modeling The Cost-Effectiveness Of A Smoking Cessation Program In A Community Pharmacy Practice.” Pharmacotherapy. 22(12): 1623-1631. (2002). Corresponding Author.
    • Brophy DF, Wallace JF, Kennedy DT. Gehr T. Holdford DA. “Cost-Effectiveness Of Sevelamer Versus Calcium Carbonate Plus Atorvastatin To Reduce Ldl In Patients With Chronic Renal Insufficiency With Dyslipidemia And Hyperphosphatemia.” Pharmacotherapy. 20(8): 950-957. (2000).