Affiliation:
1. Department of Health Policy and Management, University of Pittsburgh Graduate School of Public Health
Abstract
Although direct-to-consumer advertising (DTCA) has generated substantial controversy, little is known about its effects on consumer and physician behavior. In this article, the authors examine the impact of DTCA and physician detailing on the choice of antidepressant medication. The authors find that detailing has a much greater effect on medication choice in the antidepressant market than does DTCA.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
87 articles.
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