The welfare implications of direct-to-consumer advertising (DTCA) have garnered considerable attention and are … complicated since the consumer delegates some decision-making authority to the physician, who is exposed to advertising as well … roles of physician advertising on the choice of the drug …

opposite effect. Using a model of targeted advertising, I examine conditions under which private advertising is superior to a … knowledge. Advertising affects a healthy consumer’s perception of the pain and suffering that accompany disease. Public … advertising can improve health care, but only if the government refrains from advertising to consumers who have a high risk of …

) advertising. We use information on: the effect of DTC in generating patient visits; the effect of patient visits and mentions of a … drug in generating prescriptions; and the effect of advertising on the cost effectiveness for specific advertised drugs. In … all cases, we find that DTC advertising does not alter the cost effectiveness of the medications, all of which remain …

Numerous studies have examined the effects of direct-to-consumer advertising (DTC) on patient and physician behaviors … of DTC advertising on the cost control behaviors of private firms supplying insurance in the Medicare Part D program. We …. Our results suggest that direct-to-consumer advertising puts pressure on insurers for more favorable formulary placement …

The year of 1997 witnessed an important change in direct-to-consumer (DTC) advertising of prescription drugs. For the … comprehensive risk information. This led to a three-fold growth of DTC advertising expenditure in four years, followed by an … intensive debate about the effects of DTC advertising on patient and doctor behaviors. This paper empirically examines the …

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … 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 prescription choice of allergy drugs. These …

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce … advertising is introduced to homogeneous product markets, provides an alternative explanation for price dispersion phenomena …. Despite ex ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously …