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Direct to Consumer Advertising and Prescription Choice

dc.contributor.authorIizuka, Toshiaki
dc.contributor.authorJin, Ginger Zhe
dc.identifier.citationDirect to Consumer Advertising and Prescription Choice (June 2006) with Toshiaki Iizuka at Aoyama Gakvin University. Accepted at Journal of Industrial Economics, Notes and Comments.en
dc.description.abstractThis paper examines the effect of direct-to-consumer advertising (DTCA) on doctor choice of prescription drugs. Using antihistamines as an example, we show that DTCA has a small and insignificant effect on the choice of brand despite the massive DTCA ex- penditure incurred in this class. In contrast, direct-to-physician advertising (i.e., detailing and medical journal advertising) has a larger and long-lasting effect on prescription choice. These results, together with the market expanding results shown in Iizuka and Jin (2005), support the view that DTCA is effective in increasing the number of outpatient visits per therapeutic class but has little impact on the choice of prescription once the patient arrives at the physician office. As a result, DTCA may be viewed as a public good for all drugs in the same class.en
dc.format.extent218888 bytes
dc.publisherBlackwell Publishingen
dc.subjectDirect to Consumer Advertisingen
dc.subjectPrescription Choiceen
dc.titleDirect to Consumer Advertising and Prescription Choiceen
dc.relation.isAvailableAtDigital Repository at the University of Marylanden_us
dc.relation.isAvailableAtEconomics Departmenten_us
dc.relation.isAvailableAtCollege of Behavioral and Social Sciencesen_us
dc.relation.isAvailableAtUniversity of Maryland (College Park, Md.)en_us
dc.rights.licenseCopyright Blackwell Publishing, Ltd. The definitive version is available at

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