| 来源类型 | Working Paper
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| 规范类型 | 报告
|
| DOI | 10.3386/w17162
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| 来源ID | Working Paper 17162
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| Side Effects of Competition: the Role of Advertising and Promotion in Pharmaceutical Markets |
| Guy David; Sara Markowitz
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| 发表日期 | 2011-06-23
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| 出版年 | 2011
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| 语种 | 英语
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| 摘要 | 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 of competition (e.g. monopoly versus oligopoly). In this paper we model the firm's behavior under different competitive scenarios and test the model's predictions using a novel combination of sales, promotion, advertising, and adverse event reports data. We focus on the market for erectile dysfunction drugs as the basis for estimation. This market is ideal for analysis as it is characterized by an abrupt shift in structure, all drugs are branded, the drugs are associated with adverse health events, and have extensive advertising and promotion. We find that advertising and promotion expenditures increase own market share but also increase the share of adverse drug reactions. Competitors' spending decreases market share, while also having an influence on adverse drug reactions. |
| 主题 | Health, Education, and Welfare
; Other
; Law and Economics
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| URL | https://www.nber.org/papers/w17162
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| 来源智库 | National Bureau of Economic Research (United States)
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| 引用统计 |
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| 资源类型 | 智库出版物
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| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/574837
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推荐引用方式
GB/T 7714 |
Guy David,Sara Markowitz. Side Effects of Competition: the Role of Advertising and Promotion in Pharmaceutical Markets. 2011.
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文件名：
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w17162.pdf
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格式：
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Adobe PDF
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