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| Tekijä: | Liu, Q. Gupta, S. |
| Otsikko: | The impact of direct-to-consumer advertising of prescription drugs on physician visits and drug requests: Empirical findings and public policy implications |
| Lehti: | International Journal of Research in Marketing
2011 : SEP, VOL 28:3, p. 205-217 |
| Asiasana: | advertising public policy consumer behaviour pharmaceutical industry |
| Kieli: | eng |
| Tiivistelmä: | The article explores the effects of direct-to-consumer advertising on patient behavior, in the case of anti-hyperlipidermia drugs. Specifically the number of visits to physicians by newly-diagnosed patients and the number of drug requests in this therapeutic class are examined. Furthermore, the effects of direct-to-consumer advertising by insurance groups is explored. The results of the study include some important implications for public policy - significant new information that should be considered by the proponents of stricter regulations on direct-to-consumer advertising. |
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