Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry

The pharmaceutical industry has always used sales representatives to target physicians (detailing), who are a key link in sales and market share for prescription pharmaceuticals. Since August of 1997, when the Food and Drug Administration eased the restrictions on direct-to-consumer advertising (DTC...

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Veröffentlicht in:	Management science 2010-01, Vol.56 (1), p.148-160
Hauptverfasser:	Bala, Ram, Bhardwaj, Pradeep
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising expenditures Analysis Applied sciences Biological and medical sciences Brands Comparative analysis Competition Consulting firms Consumer advertising Consumers detailing Doctors Drug interactions Drug prescriptions Drugs Enterprises Exact sciences and technology Federal regulation Firm modelling Game theory General pharmacology Management Management science Market share Market shares Marketing Medical sciences Operational research and scientific management Operational research. Management science Patients Pharmaceutical industry pharmaceutical marketing Pharmaceutical preparations Pharmaceutical technology. Pharmaceutical industry Pharmacology. Drug treatments Physicians Prescription drugs Rate of return Sales Side effects Studies
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