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• W2085375037 abstract "Consumers cannot purchase a prescription drug without a prescription from a physician, yet many prescription drugs are promoted to consumers with the help of direct-to-consumer (DTC) advertising. In this paper, we propose and test a competitive model of DTC advertising. We find that the brand specificity of DTC advertising can have an inverted U-shaped relationship with detailing, DTC advertising, and profits. Furthermore, an increase in the cross-price sensitivity between competing prescription drugs is not always detrimental to firm profits. A laboratory test lends qualitative support to some of our model predictions. We also discuss potential implications of DTC advertising for generic drugs and over-the-counter drugs." @default.
• W2085375037 created "2016-06-24" @default.
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• W2085375037 date "2009-05-01" @default.
• W2085375037 modified "2023-10-06" @default.
• W2085375037 title "Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis" @default.
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• W2085375037 doi "https://doi.org/10.1287/mksc.1080.0411" @default.
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