The pharmaceutical market is experiencing significantly amplified research and
development costs, as well as increasing price and other competitive pressures. This article …

This review discusses the role of consumer-directed and physician-directed promotion in the
pharmaceutical market, based on the classic conceptual framework of whether such …

Spending on prescription drugs (Rx) represents one of the fastest growing components of
US healthcare spending and has coincided with an expansion of pharmaceutical …

B2B firms spend considerable sums of money on promotional activities to promote their
products and to build brand equity. An increasing proportion of this spending is being …

Prescription drug expenditures are the fastest growing component of health care spending,
rising threefold over the 1995–2007 period. Coinciding with this growth has been a surge in …

This paper examines how direct-to-consumer advertising (DTCA) for prescription drugs
influences utilization by exploiting a large and plausibly exogenous shock to DTCA driven …

Direct-to-physician opioid marketing by pharmaceutical companies is widespread and may
contribute to opioid overprescribing, an important driver of the US opioid crisis. Using a …

Purpose–The paper's aim is to analyze the functional relationships between factors related
to the prescription of medical drugs in Brazil. Design/methodology/approach–A survey was …

Purpose–The purpose of this paper is to review empirical research on direct‐to‐consumer
advertising (DTCA) of prescription drugs published in journals over the period from 1997 to …

This study examines the effect of advertising on demand for vitamins—products with
spiraling sales despite little evidence of efficacy. We merge seven years (2003–2009) of …