Direct To Consumer Advertising And Prescription Choice
AbstractThis paper examines the effect of direct-to-consumer advertising (DTCA) of prescription drugs on doctors' choice of drug brands. Using antihistamines as an example, we show that DTCA has little effect on the choice of brand despite the massive DTCA expenditure incurred in this class. In contrast, promotional activities directed toward physicians have larger and longer lasting effects. These results, together with the market-expanding results shown in Iizuka and Jin (2005), suggest that DTCA is effective in increasing the aggregate demand per therapeutic class but does not affect doctor choice of prescription within a class. Therefore, DTCA may be viewed as a public good for all drugs in the same class. Copyright 2007 Blackwell Publishing Ltd..
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Bibliographic InfoArticle provided by Wiley Blackwell in its journal The Journal of Industrial Economics.
Volume (Year): 55 (2007)
Issue (Month): 4 (December)
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Web page: http://www.blackwellpublishing.com/journal.asp?ref=0022-1821
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- de Frutos, Maria-Angeles & Ornaghi, Carmine & Siotis, Georges, 2013.
"Competition in the pharmaceutical industry: How do quality differences shape advertising strategies?,"
Journal of Health Economics,
Elsevier, vol. 32(1), pages 268-285.
- de Frutos, Maria-Angeles & Ornaghi, Carmine & Siotis, Georges, 2010. "Competition in the Pharmaceutical Industry: How do Quality Differences Shape Advertising Strategies?," CEPR Discussion Papers 8076, C.E.P.R. Discussion Papers.
- Hosken, Daniel & Wendling, Brett, 2013. "Informing the uninformed: How drug advertising affects check-up visits," International Journal of Industrial Organization, Elsevier, vol. 31(2), pages 181-194.
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