Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry
نویسندگان
چکیده
منابع مشابه
Detailing versus Direct-To-Consumer Advertising in the Prescription Pharmaceutical Industry
The pharmaceutical industry is a very promotions intensive industry. This industry has always used sales representatives to target physicians, who are a key link in sales and market share for prescription pharmaceuticals. Since August of 1997 when the Food and Drug Administration eased the restrictions on Direct-to-consumer advertising (DTCA), there has been a dramatic increase in the use of DT...
متن کاملDirect-to-Consumer Pharmaceutical Advertising
Types of Advertisements There are currently several types of DTC drug advertisements (Table 1).5,11 One type is the “help-seeking ad,” which provides only information about a medical condition and encourages patients to contact their physician but doesn’t mention a product.5,11 Another category is the “reminder ad,” which includes the product name; this type may provide information about streng...
متن کاملDirect to consumer advertising in pharmaceutical markets.
We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical firms providing horizontally differentiated (branded) drugs. Patients differ in their susceptibility to the drugs. If DTCA is allowed, this can be employed to induce (additional) patient visits. Physicians perfectly observe the patients' type (of illness), but rely on informat...
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ژورنال
عنوان ژورنال: Management Science
سال: 2010
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.1090.1074