The impact of direct-to-consumer advertising of prescription drugs on physician visits and drug requests: Empirical findings and public policy implications

被引:43
|
作者
Liu, Qiang [2 ]
Gupta, Sachin [1 ]
机构
[1] Cornell Univ, Ithaca, NY 14853 USA
[2] Purdue Univ, W Lafayette, IN 47907 USA
关键词
Advertising; Pharmaceuticals; Health care; DTCA; Econometrics;
D O I
10.1016/j.ijresmar.2011.04.001
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study analyzes the effect of DTCA expenditures for anti-hyperlipidemia drugs on patient behaviors. The key findings are: (a) DTCA expenditures have a positive and long-term effect on the number of visits to physicians by newly diagnosed hyperlipidemia patients. (b) The effectiveness of DTCA in generating new patient visits varies substantially across patient sub-groups. (c) The effect of DTCA is larger on drug visits than on non-drug-only visits. (d) Own-brand DTCA expenditures increase the number of patient requests for Lipitor and Zocor, but have no effect on patient requests for Pravachol. Competing drugs' DTCA expenditures have a positive effect only on patient requests for the leading brand, Lipitor. (e) A cost-effectiveness analysis suggests that the economic benefits of DTCA in terms of life years saved by preventing cardiovascular disease are considerably larger than the costs of advertising. (f) DTCA on TV has strong effects on underserved segments of the population, such as those on Medicaid. We believe this finding should be carefully considered by proponents of a complete ban or stricter regulations on DTCA. (C) 2011 Elsevier B.V. All rights reserved.
引用
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页码:205 / 217
页数:13
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