Can branded drugs benefit from generic entry? The role of detailing and price in switching to non-bioequivalent molecules

Gonzalez, J. Patrick; Sismeiro, Catarina; Dutta, Shantanu; Stern, Philip

doi:10.1016/j.ijresmar.2008.08.002

Cited by 30 publications

(30 citation statements)

References 39 publications

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“…Gönül et al (2001) find that considerations about drug efficacy and patients' conditions represent the primary drivers in the decision process, clearly overriding price concerns. Gonzalez et al (2008) classify 83% of the physicians as being price insensitive. Hence, we have doubts about the inclusion of price and price interactions in pharmaceutical demand models which are calibrated using data from Western European countries.…”

Section: The Rizzo Modelmentioning

confidence: 99%

Modeling the effects of pharmaceutical marketing

Leeflang

Wieringa

2009

Mark Lett

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Successful innovation of prescription drugs requires a substantial amount of marketing support. There is, however, much concern about the effects of marketing expenditures on the demand of pharmaceutical products (Manchanda et al., Market Lett 16(3/4):293-308, 2005). For example, excessive marketing could stimulate demand for products in the absence of a fundamental need. It also has been suggested that increased marketing expenditures may reduce the price elasticity of demand and allow firms to charge higher prices (Windmeijer et al., Health Econ 15(1):5-18, 2005). In this paper, we present the outcomes of an empirical study in which we determine the effects of pharmaceutical marketing expenditures using a number of frequently used "standardized" models. We determine which models perform best in terms of predictive validity and adequate descriptions of reality. We demonstrate, among others, that the effects of promotional efforts are brand specific and that most standardized models do not provide adequate descriptions of reality. We find that marketing expenditures have no or moderate effects on demand for pharmaceutical products in The Netherlands.

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Section: The Rizzo Modelmentioning

confidence: 99%

Modeling the effects of pharmaceutical marketing

Leeflang

Wieringa

2009

Mark Lett

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“…They explain that part of this heterogeneity is driven by the promotional instrument, the disease category studied, and the study's design, such as the variables included and corrections for endogeneity. Gonzalez, Sismeiro, Dutta and Stern (2008) study generic entry upon patent expiration, which is a theme idiosyncratic to the life sciences industry. They examine the diffusion of generics and show how competition in a drug category, beyond the molecule that goes generic, is affected by such generic entry.…”

Section: Research Questionsmentioning

confidence: 99%

Health and marketing: The emergence of a new field of research

Stremersch

2008

International Journal of Research in Marketing

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“…Using US data, Osinga et al ( 2011 ) fi nd that sales of generic products derive from the equivalent branded drug, implying that physicians do not switch from other branded drugs in the category to the generic. Gonzalez et al ( 2008 ) analyze UK data and arrive at a similar conclusion: only a small segment of price-sensitive physicians adopts the generic at the expense of nonequivalent brand name drugs in the same category. These results imply that the marketing effectiveness for the brand name drug signifi cantly declines after patent expiration because positive effects on sales will be largely captured by generics.…”

Section: Pharmaceutical Marketing Effectiveness Over the Brand's Lifementioning

confidence: 77%

Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future

Wieringa

Osinga

Ruiz-Conde

et al. 2013

International Series in Quantitative Marketing

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Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketing on aggregate pharmaceutical demand and we start with an overview of the most important published work. We then focus on two questions that are particularly relevant for the pharmaceutical market: (1) How do marketing variables affect the diffusion pattern of newly introduced pharmaceutical innovations? (2) How do dynamics infl uence pharmaceutical marketing effectiveness? We conclude with a look at some issues for the future along with an associated research agenda.

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Can branded drugs benefit from generic entry? The role of detailing and price in switching to non-bioequivalent molecules

Cited by 30 publications

References 39 publications

Modeling the effects of pharmaceutical marketing

Modeling the effects of pharmaceutical marketing

Health and marketing: The emergence of a new field of research

Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future

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