Modeling the effects of pharmaceutical marketing

Leeflang, Peter S. H.; Wieringa, Jaap E.

doi:10.1007/s11002-009-9092-3

Cited by 38 publications

(31 citation statements)

References 20 publications

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“…Investigating the Dutch pharmaceutical market, Leeflang and Wieringa concluded that in case of most drugs, the price of the drug has no effect on demand and doctors' decisions. Their results were supported by the study of Gönül et al in 2010(Leeflang -Wieringa, 2010. Consequently the authors declare that only clinical considerations should be present during drug prescription, both by doctors and patients.…”

Section: Supply Sidementioning

confidence: 63%

“…This leads to higher prices, which finally emerges as a loss of the society (Windmeijer et al, 2005). In contrast with Windmeijer et al, Leeflang and Wieringa state that this effect is not significant (Leeflang -Wieringa, 2010). About their work, it is important to mention that it has investigated the quasi totally funded Dutch pharmaceutical market.…”

Section: The Role Of Price In Decision Making On Drug Prescriptionmentioning

confidence: 82%

“…Leeflang et al think that the conflicting results are due to the inaccuracy of research. In their study, they claim that researches do not treat brand portfolio marketing investments uniformly, therefore these can bias the results, and the physician's responsiveness may also vary during the promotion of the different therapies (Leeflang -Wieringa., 2010). Based on studies using aggregated data for the analysis, we can conclude that the marketing activity of manufacturers (e.g.…”

Section: The Effect Of the Efficacy And Safety On The Prescription Ofmentioning

confidence: 99%

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The impact of scientific evidence and price level of hypertension drug therapies on their market performance – A Europe based analysis

Kovács¹,

Simon²

2017

Veztud

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This study aims to investigate how much the market performance of drug therapies is influenced by their scientific evidence and price level. Compared to the seemingly simple objective, performing the analysis in the pharmaceutical industry makes the evaluation very complex. Examining the purchase decision process in the prescription drug market, besides the patient as the final consumer, the prescribing physician has the largest decision potential. In addition, the authors cannot ignore the healthcare system financing the therapy either, not to mention the interlacements of regulations, manufacturer interests, their marketing potential and marketing activities. This complexity makes it impossible to describe the pharmaceutical industry in uniform terms. The literature search also confirms that the mentioned complexity makes it hard to draw unambiguous conclusions. In spite of that -with a positivistic approach-the authors live with the assumption that scientific evidence (better efficacy and safety profile) should be awarded on the market on the aggregate level. It is inevitable to clarify at the very beginning that the authors investigate active pharmaceutical ingredients (APIs) and not brands in the recent study. With all this in mind, their intention is to introduce a novel approach for the evaluation of the relationship between the product characteristics (clinical evidence of APIs) and their market performance. In order to examine the relationship the authors involved APIs that belong to the same indication group, having the same mechanism of action and which have been in the generic competition for years after their patent have expired. As a model they perform the analysis with antihypertensive drug therapies. The authors consider that it is possible to rank the active ingredients of drug therapies on the basis of their efficacy and safety, based on relevant clinical literature. The result of ranking serves as the starting point of the analysis. Unequivocally, the authors do not forget about the additional factors that significantly influence the market performance of APIs, but deliberately do not involve these factors in the recent analysis. These factors are the different reimbursement and funding policies, marketing activity of the manufacturers, country-of-origin effect, the impact of clinical guidelines and clinical literature, and their effect on each other. There is one exception, since the article partially deals with the influence of price level on the market performance. In contrast with the majority of the available literature, this study aims to explore the identifiable patterns by investigating the European pharmaceutical market on system-level.

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Section: Supply Sidementioning

confidence: 63%

Section: The Role Of Price In Decision Making On Drug Prescriptionmentioning

confidence: 82%

Section: The Effect Of the Efficacy And Safety On The Prescription Ofmentioning

confidence: 99%

See 1 more Smart Citation

The impact of scientific evidence and price level of hypertension drug therapies on their market performance – A Europe based analysis

Kovács¹,

Simon²

2017

Veztud

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“…In a number of studies category demand data are pooled over categories. Leefl ang and Wieringa ( 2010 ) demonstrate that pooling across categories should be avoided as such studies (e.g., Iizuka and Jin 2005 ) are more likely to generate biased results than those studies which do not.…”

Section: Product Category Level Demand Effects Of Pharmaceutical Prommentioning

confidence: 96%

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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“…However, clinicians are not so easily misled. In reality, marketing has only a modest effect on demand for pharmaceutical products [22]. A more plausible (and simple) explanation is that clinicians (and patients) use ICS-based therapy for COPD because they work.…”

mentioning

confidence: 99%

Steroids in COPD: still up in the air?: Fig. 1—

Sin¹,

Man²

2010

Eur Respir J

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Inhaled corticosteroids (ICS) have had a wild and controversial rollercoaster ride in chronic obstructive pulmonary disease (COPD). With the success of ICS in asthma and with the advent of the Dutch Hypothesis, suggesting that asthma and COPD had a similar pathogenic origin, there was great hope that ICS would be the saviour for millions of patients suffering from COPD, by palliating symptoms and changing its natural history. Based on this promise, by the mid 1980s, clinicians were routinely recommending ICS therapy to their patients, even though there was an absence of compelling grade A evidence from large randomised controlled trials (RCTs) demonstrating efficacy [1].By the late 1990s, the promise was shattered by the publication of several seminal RCTs that clearly showed that ICS did not modify the rate of decline in forced expiratory volume in 1 s (FEV1) and had only a modest effect on symptoms [2][3][4]. These data re-inforced the notion that COPD was a steroid-resistant state and many leading experts in the field concluded that ICS had no role in COPD, except during exacerbations [5]. Ostensibly, ICS were dead and buried.However, the new millennium brought new hope for ICS. Proponents argued that while ICS may not alter the rate of decline in FEV1, it improved patient based outcomes including survival. This optimism was fuelled by several large observational studies and meta-analyses [6][7][8][9] that demonstrated a distinct survival benefit for patients who were prescribed ICS. This enthusiasm, however, was dashed in 2007 by the publication of the long-awaited TORCH (TOwards a Revolution in COPD Health) Study, which failed to show an unequivocal survival advantage for patients assigned to a steroid-containing treatment strategy over a 3-yr period [10]. ICS were dead and buried for the second time.Yet almost immediately, ICS was resurrected from the dead, this time on the notion that COPD is an inflammatory disorder with multiple extrapulmonary manifestations, driven largely by a persistent systemic inflammatory process, which worsens during periods of exacerbation [11]. Although COPD is associated with many different comorbidities, cardiovascular disorders (CVDs) are of particular importance, as they are the leading causes of hospitalisation and a major contributor of total mortality, accounting for a quarter to a third of all deaths in COPD patients [12]. Since systemic inflammation is an important co-factor in the genesis of CVD, it was reasoned that ICS could mitigate the risk of CVD and, thus, reduce the overall health burden of COPD patients by attenuating the inflammatory load. Additional support for this theory came from large epidemiological studies and post hoc analyses of RCTs, showing the possible benefits of ICS in reducing the rate of myocardial infarctions, angina, stroke and heart failure morbidity and mortality in COPD patients [13][14][15][16].In this issue of the European Respiratory Journal, LOKE et al. [17] provide fresh data that challenge the notion that ICS reduce the risk of myoc...

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Modeling the effects of pharmaceutical marketing

Cited by 38 publications

References 20 publications

The impact of scientific evidence and price level of hypertension drug therapies on their market performance – A Europe based analysis

The impact of scientific evidence and price level of hypertension drug therapies on their market performance – A Europe based analysis

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

Steroids in COPD: still up in the air?: Fig. 1—

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