أعرض تسجيلة المادة بشكل مبسط

dc.creator Brekke, Kurt R.
dc.creator Kuhn, Michael
dc.date 2005
dc.date.accessioned 2013-10-16T07:02:11Z
dc.date.available 2013-10-16T07:02:11Z
dc.date.issued 2013-10-16
dc.identifier http://hdl.handle.net/10419/18957
dc.identifier ppn:50046863X
dc.identifier.uri http://koha.mediu.edu.my:8181/xmlui/handle/10419/18957
dc.description We 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 to induce (additional) patient visits. Physicians perfectly observe the patients' type (of illness), but rely on information to prescribe the correct drug. Drug information is conveyed by marketing (detailing), creating a captive and a selective segment of physicians. First, we show that 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 from DTCA if detailing competition is not too fierce, which is true if investing in detailing is sufficiently costly. Otherwise, firms are better off with a ban on DTCA. Finally, DTCA tends to 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 with firms' profit.
dc.language eng
dc.publisher
dc.relation CESifo working papers 1493
dc.rights http://www.econstor.eu/dspace/Nutzungsbedingungen
dc.subject I11
dc.subject M37
dc.subject L65
dc.subject L13
dc.subject ddc:330
dc.subject marketing
dc.subject pharmaceuticals
dc.subject oligopoly
dc.subject Werbung
dc.subject Pharmazeutisches Produkt
dc.subject Oligopol
dc.title Direct to consumer advertising in pharmaceutical markets
dc.type doc-type:workingPaper


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أعرض تسجيلة المادة بشكل مبسط