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Direct-to-consumer advertising and drug therapy compliance
A patient's noncompliance with drug regimens can render drugs ineffective. Poor compliance leads to lower customer retention and results in lowered prescription revenue; by some estimates, poor compliance is responsible for a loss of $15 billion-$20 billion annually. Because manufacturers have few ways to influence patients' compliance directly, direct-to-consumer advertising seems to present a new opportunity. This article aims to quantify the economic magnitude of direct-to-consumer drug advertising on brand sales through decreased interpurchase time. Using a four-year panel of prescription claims for more than 16,000 patients, the author analyzes the impact of advertising on the number of noncompliant days for each therapy month. The article studies compliance in one asymptomatic category, cholesterol-lowering drugs, and notes three distinct advertising effects..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Compliance Consumer advertising Pharmaceuticals Patients studies Drug therapy |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |