Different objectives such as category demand expansion or market share stealing warrant the use of different marketing instruments. To help brand managers make informed decisions, it is essential that marketing mix models appropriately measure their effects. Random Utility Models (RUM) that have...

The practice of detailing in the marketing of prescription drugs is undergoing significant changes. For instance, in September 2013, the Physician Payment Sunshine Act went into full effect. The accompanying transparency requirements have prompted physician practices and hospitals to severely...

This study analyzes the effect of DTCA expenditures for anti-hyperlipidemia drugs on patient behaviors. The key findings are: (a) DTCA expenditures have a positive and long-term effect on the number of visits to physicians by newly-diagnosed hyperlipidemia patients. (b) The effectiveness of DTCA...

This article proposes a micro-level diffusion model to analyze individual physicians’ adoption of a newly launched prescription drug. The adoption probability is a function of the following factors: physician-oriented marketing activities, patient requests for the new drug, social contagion...