'See Your Doctor': The Impact of Direct-to-Consumer Advertising on Patients with Different Affliction Levels

• DOI: 10.2139/ssrn.2671610
• Publication Date: 2015-10-14T15:27:17Z
• Authors: Qiang Liu; Hongju Liu; Manohar U. Kalwani
• Keywords: Direct-to-Consumer Advertising

Pharmaceutical firms continue to advertise more and prescription drugs directly consumers, advocating them discuss the focal health condition efficacy of advertised drug with their physicians. In this paper, we investigate effectiveness such direct-to-consumer advertising (DTCA) on different types patients. Specifically, examine impact DTCA patients affliction levels television versus print ads as an influence severely mildly afflicted visit Briefly, using data from erectile dysfunction category, find that generates stronger response new severer milder afflictions. We also in media generate afflictions whereas are effective for conditions. implications our findings policy makers concerned improving public well pharmaceutical seeking target through ads.