Background The successful diffusion of new drugs is crucial for both pharmaceutical
companies and patients—and of wider stakeholder concern, including for the funding of …

Background: Direct to consumer advertising is increasingly used by the pharmaceutical
industry, but its benefits and harms have yet to be summarised in a comprehensive and …

Exploiting the discontinuity in advertising along the borders of television markets, I estimate
that television advertising of prescription antidepressants exhibits significant positive …

The authors present a model of free sample effects and evidence from two field experiments
on free samples. The model incorporates three potential effects of free samples on sales:(1) …

The authors empirically explore the revenue impact of marketing-mix variables and their
interactions. The findings include the following: pharmaceutical direct-to-consumer …

The authors investigate the changing role of marketing communication over the life cycle of
a new product category. They postulate two effects of marketing communication on …

New product launches are often accompanied by extensive marketing communication
campaigns. Firms' allocation decisions for these marketing communication expenditures …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug
manufacturers. Our identification strategy exploits shocks to local advertising markets …

The dramatic increase of direct‐to‐consumer advertising (DTCA) of prescription drugs
created intensive debates on its effects on patient and doctor behaviors. Combining 1994 …

We perform a meta-analysis to formulate generalizations on the effectiveness of
pharmaceutical promotional instruments. A literature search on this topic yields 58 usable …