The effects of direct-to-consumer advertising of pharmaceuticals on adherence

@inproceedings{Cardon2015TheEO,
  title={The effects of direct-to-consumer advertising of pharmaceuticals on adherence},
  author={Cardon and Showalter},
  year={2015}
}
We evaluate the effect of direct-to-consumer (DTC) advertising on adherence to the standard drug regimen for treating high cholesterol (statins). We use a rich panel data set from an insurance firm that includes all prescription drug purchases and insurance claims from 1997 to 2002.The data include the relevant demographic variables, including income. We match this data with unique data from Nielsen Monitor Plus on monthly DTC advertising expenditures by therapeutic category for all media types… CONTINUE READING

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