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Thesis on pharmaceutical marketing.

Cornell University.

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Thesis on pharmaceutical marketing.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Thesis on pharmaceutical marketing./
作者:	Liu, Qiang.
面頁冊數:	137 p.
附註:	Source: Dissertation Abstracts International, Volume: 69-09, Section: A, page: 3635.
Contained By:	Dissertation Abstracts International69-09A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3330027
ISBN:	9780549842477

Thesis on pharmaceutical marketing.
Liu, Qiang.

Thesis on pharmaceutical marketing. - 137 p.

Source: Dissertation Abstracts International, Volume: 69-09, Section: A, page: 3635.

Thesis (Ph.D.)--Cornell University, 2008.

This dissertation aims to provide an empirical analysis of marketing instruments in pharmaceutical industry. It is composed of three chapters.

ISBN: 9780549842477Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Thesis on pharmaceutical marketing.
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502 $a Thesis (Ph.D.)--Cornell University, 2008.
520 $a This dissertation aims to provide an empirical analysis of marketing instruments in pharmaceutical industry. It is composed of three chapters.
520 $a The first chapter develops a structural model of dynamic oligopoly competition to analyze firms' scheduling of detailing over time and to estimate detailing costs consistent with such scheduling. The model is estimated using a recently developed two-stage method. The estimated demand model shows evidence of supersaturation at high levels of detailing stock. The estimated policy functions show that the optimal detailing level decreases in own detailing stock. Further, firms escalate detailing in their rivals' detailing stock when their rivals have low detailing stock, but cut back effort in rivals's detailing stock when their rivals have high detailing stock. The economic estimates of detailing costs are substantially higher than extant industry estimates which are only based on accounting information.
520 $a The second chapter introduces a micro-level discrete time hazard model to examine physicians' adoption of a newly launched drug. It finds positive influences of physician-oriented marketing activities (detailing, physician meeting & events, and journal advertising), patient requests for the new drug, and social contagion among physicians on individual physicians' adoption decisions. It also shows that a simultaneity/endogeneity issue can be addressed by controlling for key physician-level characteristics in a Bayesian hierarchical framework.
520 $a The third chapter examines the impact of DTCA expenditures on the number of visits to physicians by patients newly diagnosed for hyperlipidemia and on the number of patient requests for a specific anti-hyperlipidemia drug. It finds that (a) DTCA expenditures on anti-hyperlipidemia drugs have a positive and persistent effect on the number of visits to physicians by newly diagnosed hyperlipidemia patients; (b) The effectiveness of DTCA in generating new patient visits varies substantially across patient sub-groups; (c) The effect of DTCA is larger on drug visits than on non-drug visits; and (d) DTCA expenditures have positive effects on patient requests for Lipitor and Zocor, but no effect on patient requests for Pravachol. The study also shows that DTCA is cost effective in preventing cardiovascular disease mortality among patients of hyperlipidemia.
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