Impact of Direct-to-Consumer Advertising on Pharmaceutical Prices and Demand
AbstractPrescription drug expenditures are the fastest growing component of health care spending, rising threefold over the 1995–2007 period. Coinciding with this growth has been a surge in direct-to-consumer advertising (DTCA), made feasible by the Food and Drug Administrations's (FDA's) clarification of rules governing broadcast advertising in 1997 and 1999. We exploit this natural experiment to investigate the separate effects of broadcast and non-broadcast DTCA on price and demand utilizing an extended monthly time series for all advertised and non-advertised drugs in four therapeutic classes spanning 1994 through 2005, a period that enveloped the shifts in FDA guidelines and the consequent DTCA expansion. Controlling for physician-directed promotion, fixed-effects models indicate broadcast DTCA positively impacts own-sales and price (elasticities of 0.10 and 0.05), while non-broadcast DTCA has a relatively smaller impact. Expansions in broadcast DTCA account for 19% of the overall growth in drug expenditures, two-thirds of this impact being driven by higher demand and the remainder due to higher prices. doi: http://dx.doi.org/10.4284/0038-4038-79.1.97
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by Southern Economic Association in its journal Southern Economic Journal.
Volume (Year): 79 (2012)
Issue (Month): 1 (July)
Find related papers by JEL classification:
- D4 - Microeconomics - - Market Structure and Pricing
- D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
- I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
- I12 - Health, Education, and Welfare - - Health - - - Health Production
- I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Lakdawalla, Darius & Sood, Neeraj & Gu, Qian, 2013. "Pharmaceutical advertising and Medicare Part D," Journal of Health Economics, Elsevier, vol. 32(6), pages 1356-1367.
- Dhaval M. Dave, 2013. "Effects of Pharmaceutical Promotion: A Review and Assessment," NBER Working Papers 18830, National Bureau of Economic Research, Inc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Laura Razzolini).
If references are entirely missing, you can add them using this form.