Direct-to-consumer advertising (DTCA) of prescription drugs may expand treatment access but also risks promoting overuse and business stealing without generating welfare gains. Among developed nations, only the United States and New Zealand permit DTCA, whereas detailing - promotion aimed at prescribers - is widely practiced. This paper analyzes the impact of DTCA on profits by modeling a counterfactual environment in which DTCA is banned. This is implemented through a dynamic equilibrium

Tag-uri: Advertising