What explains the use of direct-to-consumer advertising of prescription drugs?
What explains the use of direct-to-consumer advertising of prescription drugs?
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DOI：
10.1111/j.0022-1821.2004.00230.x
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发表时间：
2004-09-01
影响因子：
1.3
通讯作者：
Iizuka, T
中科院分区：
文献类型：
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作者：
Iizuka, T
随着1997年广告法规的明确，处方药的直接面向消费者的广告(DTCA)在美国迅速增长，引发了关于DTCA角色的争议。然而，关于是什么影响了公司的广告决策，以及哪些药物已经向消费者做了广告，人们知之甚少。利用品牌层面的广告数据，我检验了处方药DTCA的决定因素。我发现，新的、高质量的、针对未得到充分治疗的疾病的药物更频繁地被广告宣传。此外，广告支出随着竞争而减少。这些结果补充了需求侧的证据，即DTCA具有市场扩张效应，但几乎没有业务窃取效应。
Following the clarification of advertising regulation in 1997, direct-to-consumer advertising (DTCA) of prescription drugs has skyrocketed in the U.S., creating a controversy over the role of DTCA. Little is known, however, regarding what affects firms' advertising decisions and which drugs have been advertised to consumers. Using brand-level advertising data, I examine the determinants of DTCA of prescription drugs. I find that drugs that are new, of high quality, and for under-treated diseases are more frequently advertised. Furthermore, advertising outlays decrease with competition. These results complement the demand-side evidence that DTCA has a market-expanding effect but little business-stealing effect.