This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … brands. Using antihistamines as an example, we show that DTCA has little effect on the choice of brand despite the massive … DTCA expenditure incurred in this class. In contrast, directed-to-physician advertising (i.e., detailing and medical …

We study effects of direct-to-consumer advertising (DTCA) in a mar- ket with two pharmaceutical firms providing … drugs to physicians (detailing) to influence prescription decisions and, if allowed, to consumers (DTCA) to increase the … awareness of the drug. The main Þndings are: Firstly, Þrms beneÞt fromDTCAonlyif prices are regulated. On the one hand, DTCA …

We study effects of direct-to-consumer advertising (DTCA) in a market with two pharmaceutical firms providing … drugs to physicians (detailing) to influence prescription decisions and, if allowed, to consumers (DTCA) to increase the … awareness of the drug. The main findings are: Firstly, firms benefit from DTCA only if prices are regulated. On the one hand …