How DTCA Influences Prescription Pharmaceutical Markets - Innovation and Marketing in the Pharmaceutical Industry - page 652

Fig. 22.5 Mean spending for
DTCA and detailing

x 10 7

6

5

4

3

2

1

Detailing
DTCA

1996 1998 2000 2002 2004 2006 2008

Year

20

PPI Class
SSRI Class
Statin Class

18

16

14

12

10

8

6

4

2

0

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Years

Fig. 22.6 Physician vs. patient directed marketing spending ratios

discussed earlier. Thus, that year could serve as a benchmark for changes in the
response to different promotional activities. Indeed, our analysis suggested that
2004 is the optimal breakpoint for analyzing changes in market response to promo-
tional expenditures. We therefore divided the observation period into two windows: