Biomedical Engineering Reference
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Table 22.2 Evidence for constructive effects of DTCA
Conclusion
Support
DTCA has a small but significant market
expansion effect.
Rosenthal et al. (2003)
Iizuka and Jin (2005)
Vakratsas and Kolsarici (2008)
Fischer and Albers (2010)
Wosinska (2002)
Liu and Gupta (2011)
The impact of DTCA on brand sales
is small
Stremersch, Landsman and
Venkataraman (2012)
Kolsarici and Vakratsas (2010)
Kremer et al (2008)
Iizuka and Jin (2007)
Narayanan, Manchanda and
Chintagunta (2005)
Narayanan, Desiraju and
Chintagunta (2004)
Donohue and Berndt (2004)
Rosenthal et al (2003)
DTCA is concentrated on new, high quality
drugs for largely untreated conditions
Iizuka (2005)
DTCA does not lower price elasticities and
hence should not increase prices
Narayanan, Desiraju and
Chintagunta (2004)
Capella et al (2009)
DTCA can increase the likelihood/accelerate
treatment after diagnosis
Donohue and Berndt (2004)
Bradford et al (2010)
DTCA has a significant but economically
small effect on compliance. Brand DTCA
has positive spillover effects on compliance
for other brands.
Wosinska (2005)
Donohue and Berndt (2004)
Sufficient empirical evidence
More evidence is needed
Although these conclusions do not provide indisputable evidence for the con-
structive effect of DTCA, they nevertheless reject the “destructive” view. The bulk
of the evidence has focused on the brand and category sales (prescriptions) effects
of DTCA and their comparison to DTP activities. However, some studies have
focused on other dimensions of DTCA consequences. Narayanan et al. ( 2004 ) as
well as Capella et al. ( 2009 ) examined DTCA interactions with pricing and detail-
ing and found (as per (c) above) that DTCA is not significantly associated with
higher price sensitivity and prices. Stremersch et al. ( 2012 ) investigated DTCA
effects on drug requests, Wosinska ( 2005 ) focused on compliance, Bradford et al.
( 2010 ) on therapy initiation, and Donohue and Berndt ( 2004 ) on both. They found
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