| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w21045 |
| 来源ID | Working Paper 21045 |
| Ask Your Doctor? Direct-to-Consumer Advertising of Pharmaceuticals | |
| Michael Sinkinson; Amanda Starc | |
| 发表日期 | 2015-03-30 |
| 出版年 | 2015 |
| 语种 | 英语 |
| 摘要 | We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as a regulatory intervention affecting a single product. We find that a 10% increase in the number of a firm's ads leads to a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue. Results also indicate that a 10% increase in category advertising produces a 0.2% revenue increase for non-advertised drugs. Both the business-stealing and spillover effects would not be detected through OLS. Decomposition using micro data confirms that the effect is due mostly to new customers as opposed to switching among current customers. Simulations show that an outright ban on DTCA would have modest effects on the sales of advertised drugs as well as on non-advertised drugs. |
| 主题 | Health, Education, and Welfare ; Health ; Industrial Organization ; Market Structure and Firm Performance |
| URL | https://www.nber.org/papers/w21045 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/578717 |
| 推荐引用方式 GB/T 7714 | Michael Sinkinson,Amanda Starc. Ask Your Doctor? Direct-to-Consumer Advertising of Pharmaceuticals. 2015. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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