Direct to Consumer Advertising and Prescription Choice

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor 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, directed-to-physician advertising (i.e., detailing and medical journal advertising) has positive, significant, and long-lasting effects on the...