caa a22 4500 378855379 CHVBK 20180305123333.0 cr unu---uuuuu 161128e20030101xx s 000 0 eng 10.2202/1558-9544.1044 doi (NATIONALLICENCE)gruyter-10.2202/1558-9544.1044 Demand Effects of Recent Changes in Prescription Drug Promotion [Elektronische Daten] [Meredith B. Rosenthal, Ernst R. Berndt, Julie M. Donohue, Arnold M. Epstein, Richard G. Frank] The release of clarified Food and Drug Administration (FDA) guidelines and independent changes in consumer behavior provide an opportunity to study the effects of direct-to-consumer advertising (DTCA) in the prescription drug market alongside the effects of various physician-oriented promotions. We examine the effects of DTCA and detailing for brands in five therapeutic classes of drugs, using monthly aggregate U.S. data from August 1996 through December 1999. In terms of impact of DTCA on demand, we provide evidence on two issues: (1) do increases in DTCA increase the market size of an entire therapeutic class? and (2) does DTCA increase within-class market share of advertised drugs? Our findings suggest that, for these classes of drugs, DTCA has been effective primarily through increasing the size of the entire class. Overall, we estimate that 13 to 22 percent of the recent growth in prescription drug spending is attributable to the effects of DTCA. ©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston Rosenthal Meredith B. Harvard School of Public Health aut Berndt Ernst R. Massachusetts Institute of Technology and NBER aut Donohue Julie M. Harvard Medical School aut Epstein Arnold M. Harvard School of Public Health aut Frank Richard G. Harvard Medical School and NBER aut Forum for Health Economics & Policy De Gruyter 6/1(2003-01-01) 6:1 2003 6 fhep https://doi.org/10.2202/1558-9544.1044 text/html Onlinezugriff via DOI 1 research article jats NATIONALLICENCE 856 40 https://doi.org/10.2202/1558-9544.1044 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Rosenthal Meredith B. Harvard School of Public Health aut NATIONALLICENCE 700 1- Berndt Ernst R. Massachusetts Institute of Technology and NBER aut NATIONALLICENCE 700 1- Donohue Julie M. Harvard Medical School aut NATIONALLICENCE 700 1- Epstein Arnold M. Harvard School of Public Health aut NATIONALLICENCE 700 1- Frank Richard G. Harvard Medical School and NBER aut NATIONALLICENCE 773 0- Forum for Health Economics & Policy De Gruyter 6/1(2003-01-01) 6:1 2003 6 fhep CC0 http://creativecommons.org/publicdomain/zero/1.0 nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-gruyter