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dc.contributor.authorBrekke, Kurt R.en
dc.contributor.authorKuhn, Michaelen
dc.date.accessioned2009-01-28T15:54:04Z-
dc.date.available2009-01-28T15:54:04Z-
dc.date.issued2005-
dc.identifier.urihttp://hdl.handle.net/10419/18957-
dc.description.abstractWe study effects of direct-to-consumer advertising (DTCA) in the prescription drug market.There are two pharmaceutical firms providing horizontally differentiated (branded) drugs.Patients differ in their susceptibility to the drugs. If DTCA is allowed, this can be employed toinduce (additional) patient visits. Physicians perfectly observe the patients' type (of illness),but rely on information to prescribe the correct drug. Drug information is conveyed bymarketing (detailing), creating a captive and a selective segment of physicians. First, we showthat detailing, DTCA and price (if not regulated) are complementary strategies for the firms.Thus, allowing DTCA induces more detailing and higher prices. Second, firms benefit fromDTCA if detailing competition is not too fierce, which is true if investing in detailing issufficiently costly. Otherwise, firms are better off with a ban on DTCA. Finally, DTCA tendsto lower welfare if insurance is generous (low copayments) and/or price regulation is lenient.The desirability of DTCA also depends on whether or not the regulator is concerned withfirms' profit.en
dc.language.isoengen
dc.publisher|aCenter for Economic Studies and ifo Institute (CESifo) |cMunichen
dc.relation.ispartofseries|aCESifo Working Paper |x1493en
dc.subject.jelI11en
dc.subject.jelM37en
dc.subject.jelL65en
dc.subject.jelL13en
dc.subject.ddc330en
dc.subject.keywordmarketingen
dc.subject.keywordpharmaceuticalsen
dc.subject.keywordoligopolyen
dc.subject.stwWerbungen
dc.subject.stwPharmazeutisches Produkten
dc.subject.stwOligopolen
dc.titleDirect to consumer advertising in pharmaceutical markets-
dc.typeWorking Paperen
dc.identifier.ppn50046863Xen
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen

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