Brekke, Kurt Richard; Kuhn, Michael - 2021
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 …), creating a captive and a selective segment of physicians. First, we show that detailing, DTCA and price (if not regulated) are …