Biomedical Engineering Reference
In-Depth Information
Model
Endogeneity
Heterogeneity
Type of data
Key fi ndings
Montgomery and
Silk (
1972
)
Regression
Not accommodated
Not relevant
Monthly, one drug, country
of origin not specifi ed
Heterogeneity in effectiveness of
promotional instruments: journal
advertising is most effective,
followed by samples and literature
and direct mail
Murphy et al. (
1992
)
Regression
Not accommodated
Not accommodated
Yearly data on 87 drugs
Promotional effectiveness is moderated
by therapeutic novelty
Narayanan et al.
(
2004
)
Mixed logit
Accommodated
Partly
accommodated
Monthly, six drugs in two
categories (antihista-
mines and antiviral), US
Detailing and DTCA affect demand
synergistically, detailing raises price
sensitivity, and detailing has a higher
return-on-investment (ROI) than does
DTCA
Narayanan et al.
(
2005
)
Structural
Not accommodated
Partly
accommodated
Monthly, three drugs in
one category
(antihistamines), US
Marketing efforts primarily have indirect
effects 6-14 months after introduction,
the direct effect dominates subse-
quently. Detailing is more effective
than DTCA and other marketing
efforts
(Neslin
2001
)
Regression
No
No
Monthly data on 391
branded drugs, US
Medical journal advertising has highest
ROI, followed by physician meetings
and events, detailing, and DTCA.
Detailing ROI is higher for large and
more recently launched brands
Osinga et al. (
2010
)
Kalman
fi ltering
Accommodated
Accommodated
Monthly, 89 drugs in
39 categories, US
Persistent effects of marketing efforts
aimed at the physician are more likely
than assumed so far, the likelihood
is much higher early in the product
life cycle
(continued)
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