Informing the Uninformed: How Drug Advertising Affects Check-up Visits
نویسندگان
چکیده
Direct-to-consumer drug advertising has recently become an important and controversial component of drug marketing. In this paper we examine one of the claimed benefits of drug advertising: encouraging the undiagnosed to seek out medical treatment. Using detailed person-level panel data on more than 30,000 individuals from the Medical Care Expenditure Panel Survey, we measure how advertising affects an undiagnosed individual’s decision to visit a physician for a check-up. We find drug advertising is an important determinant of an individual’s decision to get a check-up and that the estimated effect varies by demographic group. The highly educated and women, in particular women with Medicaid insurance, are the most responsive to drug advertising while Hispanics are the least responsive to advertising. JEL: I11, I18, L65, L15
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