Biomedical Engineering Reference
In-Depth Information
Table 20.1 (continued)
Model
Endogeneity
Heterogeneity
Type of data
Key fi ndings
Rosenthal et al.
( 2003 )
Regression
Accommodated
Not accommodated
Data from fi ve
categories, US
DTCA is more effective in increasing
category sales (elasticity estimate: 0.1)
than detailing (elasticity estimates
range from 0.02 to 0.03, depending on
method used)
Vakratsas and
Kolsarici ( 2008 )
Diffusion
Not accommodated
Not relevant
Monthly data on one new
category, non-US
Journal advertising effects are stronger
than those of DTCA, detailing is not
signifi cant. Pharmaceutical promotion
does not affect early market adoption
Brand level
Azoulay ( 2002 )
Regression
Investigated
Accommodated
Monthly, four drugs in one
category (H2 antago-
nists), US
Pharmaceutical advertising is more
“informative” than “persuasive,”
detailing elasticities range from 0.7
to 1.2; journal advertising elasticities
range from 0.17 to 0.63
Bhattacharjya and
Vogt ( 2003 )
Regression
Accommodated
Not accommodated
Quarterly data on 11
molecules in one
category (beta
blockers), US
Prices increase whereas promotional
activities decrease over a drug's life
cycle. Price sensitivity is lower later in
the cycle. Advertising is not signifi cant
Berndt et al.
( 1995 , 1997 )
Regression
Accommodated
Not accommodated
Monthly, four drugs in
one category
(H2 antagonists), US
Detailing has larger sales response than
journal advertising
Berndt et al. ( 2003b )
Regression
Investigated
Accommodated
Monthly, four drugs in
one category
(H2 antagonists), US
Detailing elasticities of about 1, minor
differences across products
Ching and
Ishihara ( 2010 )
Structural
Accommodated
Accommodated
Monthly, two drugs in
one category (ACE
inhibitors), Canada
Depending on initial priors of drug
quality, learning affects detailing
effectiveness
 
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