Biomedical Engineering Reference
In-Depth Information
Table 20.1
Overview of key studies of pharmaceutical promotional effectiveness on aggregate demand
Model
Endogeneity
Heterogeneity
Type of data
Key fi ndings
(Disease) category level
Berndt et al.
(
1995
,
1997
)
Regression
Accommodated
Not relevant
Monthly, one category
(H2 antagonists), US
Marketing affects category sales
moderately, all marketing instruments
are signifi cant. Elasticity estimates:
0.55 (detailing stock), 0.20 (journal
advertising stock), 0.01 (DTCA stock)
Calfee et al. (
2002
)
Regression
Investigated
Not relevant
Monthly data of one
category (statins), US
No signifi cant effect of DTCA on new
prescriptions or renewals
Chintagunta and
Desiraju (
2005
)
Structural
Accommodated
Accommodated
Quarterly observations
on one category
(antidepressants)
US, UK, France, Italy,
and Germany
Detailing is affecting category sales
signifi cantly only for US and Italian
markets. The effects are quite small
(detailing elasticities are 0.09 in the
US and 0.02 in Italy)
Fischer and
Albers (
2010
)
Regression
Partly accommodated
Accommodated
Quarterly data of 86
categories
Primary demand effects are rather small.
Short-term elasticities: 0.05 (detail-
ing), 0.01 (journal advertising), 0.01
(DTCA); long-term elasticities: 0.28
(detailing), 0.09 (journal advertising),
0.07 (DTCA)
Iizuka and Jin (
2005
)
Regression
Investigated
Not accommodated
Monthly data of 151
categories
DTCA has a market expanding effect.
This effect is about equally strong
among different patient segments
Leffl er (
1981
)
Regression
Not accommodated
Not accommodated
Cross-sectional data from
35 categories
Pharmaceutical promotion assists entry
into pharmaceutical markets
Narayanan et al.
(
2004
)
Regression
Accommodated
Not relevant
Monthly, two categories
(antihistamines and
antiviral), US
Category sales effects only reported for
antihistamines: DTCA is signifi cant
for category sales; detailing is not
(continued)
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