Just What the Patient Ordered? Direct-to-Consumer Advertising and the Demand for Pharmaceutical Products
نویسنده
چکیده
Three out of four patients who ask their physician for a drug receive it. Do patients really wield so much influence? While empirical analysis of patient-level prescription claims reveals that advertising affects the choice probability, there are two caveats. First, promotions aimed directly at physicians affect prescription choice much more than promotions aimed at consumers, suggesting that advertising affects treatment probability thereby benefiting all brands. Second, advertising affects demand only for drugs that have preferred status with the patient’s insurer. The high ratio of fulfilled drug requests is driven less by patient’s influence than physician’s existing preference for these drugs.
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