You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Direct‐to‐Consumer Advertising and the Demand for Cholesterol‐Reducing Drugs
John E. Calfee, Clifford Winston and Randolph Stempski
The Journal of Law & Economics
Vol. 45, No. S2, Part 2 (October 2002), pp. 673-690
Published by: The University of Chicago Press for The Booth School of Business, University of Chicago and The University of Chicago Law School
Stable URL: http://www.jstor.org/stable/10.1086/374704
Page Count: 18
You can always find the topics here!Topics: Consumer advertising, Cholesterols, Physicians, Advertising expenditures, Drug prescriptions, Prescription drugs, Advertising restrictions, Pharmaceutical preparations, Disease risks, Advertising research
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Abstract In August 1997, the Food and Drug Administration (FDA) reinterpreted its advertising regulations to ease limits on the use of broadcast media when advertising prescription drugs directly to consumers. We estimate the effect of direct‐to‐consumer advertising on demand, using 1995–2000 data from the market for the statin class of cholesterol‐reducing drugs. We find no statistically significant effect from any form of advertising and promotion on new statin prescriptions or renewals and no evidence of adverse market effects from advertising or the FDA policy change. We did find evidence, however, that television advertising increased the proportion of cholesterol patients who had been successfully treated, which suggests that advertising reinforces compliance with drug therapy.
© 2002 by The University of Chicago. All rights reserved.