We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …

-toconsumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We …

) 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 …

The adoption and use of digital forms of direct-to-consumer advertising (also known as “eDTCA”) is on the rise. At the …

investigate the effectiveness of such direct-to-consumer advertising (DTCA) on different types of patients. Specifically, we …

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 …

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