In this paper, we investigate the change in advertising patterns of competing pharmaceutical firms in the short period after a new entrant, Crestor, is petitioned to be removed from the Statin drug market. Using physician-level data, we find that Crestor’s main competitor, Lipitor, increases...

Crestor, an important but controversial cholesterol-lowering drug, is contraindicated for use by senior and Asian patients. In this paper, we exploit this fact and a unique doctor-level prescription and advertising (detailing, to be exact) exposure data for statin drugs to examine the hypothesis...