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Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis

Author

Listed:
  • Wilfred Amaldoss

    () (Fuqua School of Business, Duke University, Durham, North Carolina 27708)

  • Chuan He

    () (Leeds School of Business, University of Colorado, Boulder, Colorado 80309)

Abstract

Consumers cannot purchase a prescription drug without a prescription from a physician, yet many prescription drugs are promoted to consumers with the help of direct-to-consumer (DTC) advertising. In this paper, we propose and test a competitive model of DTC advertising. We find that the brand specificity of DTC advertising can have an inverted U-shaped relationship with detailing, DTC advertising, and profits. Furthermore, an increase in the cross-price sensitivity between competing prescription drugs is not always detrimental to firm profits. A laboratory test lends qualitative support to some of our model predictions. We also discuss potential implications of DTC advertising for generic drugs and over-the-counter drugs.

Suggested Citation

  • Wilfred Amaldoss & Chuan He, 2009. "Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis," Marketing Science, INFORMS, vol. 28(3), pages 472-487, 05-06.
  • Handle: RePEc:inm:ormksc:v:28:y:2009:i:3:p:472-487
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    File URL: http://dx.doi.org/10.1287/mksc.1080.0411
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Wilfred Amaldoss & Chuan He, 2016. "Does Informative Advertising Increase Market Price? An Experimental Investigation," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(2), pages 63-80, June.
    2. Simon P. Anderson & Régis Renault, 2013. "The Advertising Mix for a Search Good," Management Science, INFORMS, vol. 59(1), pages 69-83, April.
    3. Wilfred Amaldoss & Woochoel Shin, 2011. "Competing for Low-End Markets," Marketing Science, INFORMS, vol. 30(5), pages 776-788, September.
    4. repec:dau:papers:123456789/12407 is not listed on IDEAS
    5. Stefan Stremersch & Vardit Landsman & Sriram Venkataraman, 2013. "The Relationship Between DTCA, Drug Requests, and Prescriptions: Uncovering Variation in Specialty and Space," Marketing Science, INFORMS, vol. 32(1), pages 89-110, June.

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