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Keywords: Medical insurance
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Journal Articles
The endogenous modeling of the effect of direct‐to‐consumer advertising in prescription drugs
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International Journal of Pharmaceutical and Healthcare Marketing (2009) 3 (2): 137–148.
Published: 26 June 2009
... decision. The second objective is to examine and determine whether there is any empirical support for the argument advanced by medical insurers and providers that DTCA advertising encourages brand switching. Design/methodology/approach Data on sales, price, DTCA, direct‐to‐physician advertising (DTPA...
