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Variables associated with seeking information from doctors and the internet after exposure to direct-to-consumer advertisements for prescription medications
Fogel, Joshua; Teichman, Chaim - In: Health marketing quarterly 31 (2014) 2, pp. 150-166
Persistent link: https://www.econbiz.de/10010398948
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Asking a doctor versus referring to the Internet : a comparison study on consumers' reactions to DTC (direct-to-consumer) prescription drug advertising
Jiang, Pingjun - In: Health marketing quarterly 35 (2018) 3, pp. 209-226
Persistent link: https://www.econbiz.de/10011979383
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"See your doctor" : the impact of direct-to-consumer advertising on patients with different affliction levels
Liu, Qiang; Liu, Hongju; Kalwani, Manohar U. - In: Marketing letters : a journal of research in marketing 31 (2020) 1, pp. 37-48
Persistent link: https://www.econbiz.de/10012229423
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Attitudes and beliefs regarding direct-to-consumer advertising of pharmaceutical drugs : an exploratory comparison of physicians and pharmaceutical sales representatives
Schulz, Steven A.; Broekemier, Gregory M.; Burkink, Tim J. - In: Health marketing quarterly 31 (2014) 3, pp. 279-291
Persistent link: https://www.econbiz.de/10010489669
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Ask Your Doctor? Direct-to-Consumer Advertising of Pharmaceuticals
Sinkinson, Michael - 2015
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 …
Persistent link: https://www.econbiz.de/10013025252
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Ask Your Doctor? Direct-to-Consumer Advertising of Pharmaceuticals
Sinkinson, Michael - 2015
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 …
Persistent link: https://www.econbiz.de/10012457622
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Resposes to alternative forms of efficacy description in direct-to-consumer pharmaceutical communications
Davis, Joel J.; Isaacson, Sandra M. - In: Journal of medical marketing : device, diagnostic and … 14 (2014) 1, pp. 57-67
Persistent link: https://www.econbiz.de/10010415264
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The effects of message type and sponsorship disclosure in influencer marketing of prescription drugs
Darmawan, Ida; Huh, Jisu - In: Journal of global marketing 35 (2022) 1, pp. 21-36
Persistent link: https://www.econbiz.de/10012821770
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Do coverage mandates affect direct-to-consumer advertising for pharmaceuticals? : evidence from parity laws
Nathenson, Robert; Richards, Michael R. - In: International journal of health economics and management 18 (2018) 3, pp. 321-336
Persistent link: https://www.econbiz.de/10012025924
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Medical advertising on demand : a content analysis of YouTube direct-to-consumer pharmaceutical advertisements
Muncy, James A.; Iyer, Rajesh; Eastman, Jacqueline K. - In: Journal of medical marketing : device, diagnostic and … 14 (2014) 2/3, pp. 145-153
Persistent link: https://www.econbiz.de/10010517750