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首页> 外文期刊>Management science: Journal of the Institute of Management Sciences >Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry
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Detailing vs. Direct-to-Consumer Advertising in the Prescription Pharmaceutical Industry

机译：处方药行业中的细节广告与直接面向消费者的广告

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摘要

The pharmaceutical industry has always used sales representatives to target physicians (detailing), who are a key link in sales and market share for prescription pharmaceuticals. Since August of 1997, when the Food and Drug Administration eased the restrictions on direct-to-consumer advertising (DTCA), there has been a dramatic increase in the use of DTCA by pharmaceutical firms to target end customers (patients). DTCA seems to have two different effects on pharmaceutical markets. The first is to inform patients about the availability of drugs for some ailments, thus expanding the market (constructive). The second is to persuade patients to talk about specific brands when they meet physicians, with the objective of influencing market share (combative). We consider both effects of DTCA in the presence of a detailing program in a competitive environment. We incorporate the dynamics of physician-patient interaction in a game-theoretic model where firms decide on the form of DTCA to adopt (constructive or combative) and then compete in the marketplace by choosing detailing and DTCA levels. We answer four questions: What is the impact of adopting DTCA on competitive intensity? How do optimal detailing levels for a firm change with the adoption of DTCA? How should the DTCA strategy for a firm vary depending on whether it is stronger or weaker in its degree of influence in the physician's office? Finally, under what conditions would competing firms voluntarily decide to pursue constructive DTCA?
机译：制药行业一直使用销售代表来定位医生（详细信息），这些医生是处方药销售和市场份额的关键环节。自1997年8月，美国食品药品管理局（FDA）放宽对直接面向消费者的广告（DTCA）的限制以来，制药公司针对最终用户（患者）使用DTCA的数量急剧增加。 DTCA似乎对制药市场有两种不同的影响。首先是告知患者某些疾病的药物供应，从而扩大市场（建设性）。第二个是说服患者在与医生见面时谈论特定的品牌，目的是影响市场份额（比较好）。在竞争环境中，在存在详细计划的情况下，我们将考虑DTCA的两种效果。我们将博弈论模型中医患互动的动力纳入其中，企业决定采用（建设性或战斗性）DTCA形式，然后通过选择详细程度和DTCA水平在市场上竞争。我们回答四个问题：采用DTCA对竞争强度有何影响？ DTCA的采用如何使公司的最佳细节水平发生变化？公司的DTCA策略应如何改变，取决于其在医师办公室的影响程度是强还是弱？最后，在什么条件下竞争企业会自愿决定采用建设性的DTCA？

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