Demand Effects of Recent Changes in Prescription Drug Promotion
Abstract
The release of clarified Food and Drug Administration (FDA) guidelines and independent changes in consumer behavior provide an opportunity to study the effects of direct-to-consumer advertising (DTCA) in the prescription drug market alongside the effects of various physician-oriented promotions. We examine the effects of DTCA and detailing for brands in five therapeutic classes of drugs, using monthly aggregate U.S. data from August 1996 through...
Paper Details
Title
Demand Effects of Recent Changes in Prescription Drug Promotion
Published Date
Jan 1, 2003
Volume
6
Issue
1
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