Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?

Ishida, Junichiro; Takahara, Tsuyoshi

Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?

Ishida, Junichiro; Takahara, Tsuyoshi

Institute of Social and Economic Research Discussion Papers, 2022, 1182, 1-42

アクセス数:376件（2025-11-03 22:37 集計）

固定URL: https://hdl.handle.net/11094/88644

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タイトル	Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?
著者	NRID 1000040324222 1000040324222 ORCID 0000-0002-0674-0216 0000-0002-0674-0216 researchmap permalink read0116302 read0116302 Scopus Author ID 36927932200 36927932200 著者名 Ishida, Junichiro
著者	NRID 1000070844421 1000070844421 著者名 Takahara, Tsuyoshi
キーワード等	category-specific DTCA
	product-specific DTCA
	advertisement regulation
	prescription decision
	pharmaceutical market
抄録	This paper examines the optimal content regulation of DTCA by comparing two forms of DTCA—product-specific and category-specific—and identifies a key tradeoff which underlies this policy debate. Our analysis suggests that the optimal form of DTCA depends crucially on the cost effectiveness of DTCA and the market-size dis?tortion induced by DTCA. When the cost of advertisement is high, there often exists a Pareto-improving policy choice: category-specific DTCA is preferred when the market?size distortion is more severe while produce DTCA is preferred when it is less so. As the cost decreases, however, a conflict emerges between pharmaceutical firms and patients: firms are worse off under product-specific DTCA while patients are better off. We also find that the physician’s reluctance to persuade misinformed patients can actually alleviate the market-size distortion and hence be welfare-enhancing.
出版者	The Institute of Social and Economic Research, Osaka University
収録物名	Institute of Social and Economic Research Discussion Papers
巻(号)	1182
ページ	1-42
刊行年月	2022-07
言語	英語
ハンドルURL	https://hdl.handle.net/11094/88644
PISSN	0473453X
eISSN	24350982
関連情報 (references)	URI https://www.iser.osaka-u.ac.jp/static/resources/docs/dp/2022/DP1182.pdf
アクセス権	metadata only access
カテゴリ	ディスカッション／ワーキング・ペーパー DP/WP
カテゴリ	Institute of Social and Economic Research Discussion Papers

資源タイプ	テクニカルレポート
ローカル資源タイプ	ディスカッション／ワーキング・ペーパー
DCMI資源タイプ	text
DCTERMS.bibliographicCitation	Institute of Social and Economic Research Discussion Papers. 2022, 1182, p. 1-42
DC.title	Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?
DC.creator	Ishida, Junichiro
DC.creator	Takahara, Tsuyoshi
DC.publisher	The Institute of Social and Economic Research, Osaka University
DC.language' scheme='DCTERMS.RFC1766	英語
DC.type' scheme='DCTERMS.DCMIType	text
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2022-07
DC.relation' scheme='DCTERMS.URI	https://www.iser.osaka-u.ac.jp/static/resources/docs/dp/2022/DP1182.pdf
DC.subject	category-specific DTCA
	product-specific DTCA
	advertisement regulation
	prescription decision
	pharmaceutical market
DCTERMS.abstract	This paper examines the optimal content regulation of DTCA by comparing two forms of DTCA—product-specific and category-specific—and identifies a key tradeoff which underlies this policy debate. Our analysis suggests that the optimal form of DTCA depends crucially on the cost effectiveness of DTCA and the market-size dis?tortion induced by DTCA. When the cost of advertisement is high, there often exists a Pareto-improving policy choice: category-specific DTCA is preferred when the market?size distortion is more severe while produce DTCA is preferred when it is less so. As the cost decreases, however, a conflict emerges between pharmaceutical firms and patients: firms are worse off under product-specific DTCA while patients are better off. We also find that the physician’s reluctance to persuade misinformed patients can actually alleviate the market-size distortion and hence be welfare-enhancing.
DC.format	88644
citation_title	Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?
citation_author	Ishida, Junichiro
citation_author	Takahara, Tsuyoshi
citation_publisher	The Institute of Social and Economic Research, Osaka University
citation_language	英語
citation_date	2022-07
citation_journal_title	Institute of Social and Economic Research Discussion Papers
citation_volume	1182
citation_firstpage	1
citation_lastpage	42
citation_public_url	https://hdl.handle.net/11094/88644
citation_abstract_html_url	https://www.iser.osaka-u.ac.jp/static/resources/docs/dp/2022/DP1182.pdf

Should Product-Specific Advertisement be Regulated in Pharmaceutical Markets?

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