Evaluating the Impact of Treatment Effectiveness and Side Effects in Prescribing Choices - Innovation and Marketing in the Pharmaceutical Industry - page 185

these patient-oriented advertising effort, together with detailing efforts that target
physicians, would infl uence patient and physician's evaluation of the treatment
effectiveness and side effects of the new drugs.
Finally, a few studies have investigated how pharmaceutical companies' market-
ing efforts such as detailing can help to reduce physicians' prior uncertainty in treat-
ment effectiveness and side effects associated with a new drug. There is a lot more
to be explored along this line of inquiry. For example, most of these existing studies
are only partial analysis, focusing on the demand side. It is important to study under
market equilibrium conditions how pharmaceutical companies compete in detail-
ing, and perhaps also in other policies such as pricing and DTC advertising in the
presence of physician and patient uncertainty of treatment attributes.
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