Biomedical Engineering Reference
In-Depth Information
Shankar et al. (
1999
)
Regression
Not accommodated
Not accommodated
Monthly, 29 drugs in six
categories, US
Marketing effectiveness is larger for
pioneers than for growth-stage
entrants, which have in turn larger
effectiveness than mature-stage
entrants
Windmeijer et al.
(
2006
)
Regression
Investigated
Not accommodated
Monthly data on 140
brands in 11 categories,
The Netherlands
Pharmaceutical marketing elasticity equals
0.3. Pharmaceutical marketing lowers
price sensitivity
Wittink (
2002
)
Regression
Not accommodated
Not accommodated
Monthly data on 392
branded drugs, US
Meeting expenditures, detailing, and
journal advertising have highest ROI
for large brands ($500MM+) launched
after 1997. DTCA provides its best
returns for large brands launched from
1998 to 2000. Additional resources
allocated to journal advertising for
small brands ($25-100MM), in
addition to large brands, could provide
very positive returns
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