The extent of pharmaceutical advertising and promotion can be characterized by a balancing act between profitable … demand expansions and potentially unfavorable subsequent regulatory actions. However, this balance also depends on the nature … scenarios and test the model's predictions using a novel combination of sales, promotion, advertising, and adverse event reports …

In this paper, we investigate the change in advertising patterns of competing pharmaceutical firms in the short period … that Crestor’s main competitor, Lipitor, increases its advertising intensity the most among physicians with whom Crestor … already has a median share of total prescriptions. Moreover, such change in advertising patterns does not occur with Crestor …

pharmaceuticals by pharmaceutical companies. Promotion can be beneficial as a means of providing information, but it can also be …