We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical …

opposite effect. Using a model of targeted advertising, I examine conditions under which private advertising is superior to a … knowledge. Advertising affects a healthy consumer’s perception of the pain and suffering that accompany disease. Public … advertising can improve health care, but only if the government refrains from advertising to consumers who have a high risk of …

) 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 …

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 …

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

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … DTCA expenditure incurred in this class. In contrast, directed-to-physician advertising (i.e., detailing and medical … journal advertising) has positive, significant, and long-lasting effects on the prescription choice of allergy drugs. These …