Welcome to the InfoSci Platform
How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing?

How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing?

Doug Walker
Copyright: © 2011 |Volume: 1 |Issue: 3 |Pages: 15
ISSN: 2155-6423|EISSN: 2155-6431|EISBN13: 9781613508916|DOI: 10.4018/ijpphme.2011070103
Cite Article Cite Article

MLA

Walker, Doug. "How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing?." IJPPHME vol.1, no.3 2011: pp.38-52. http://doi.org/10.4018/ijpphme.2011070103

APA

Walker, D. (2011). How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing?. International Journal of Public and Private Healthcare Management and Economics (IJPPHME), 1(3), 38-52. http://doi.org/10.4018/ijpphme.2011070103

Chicago

Walker, Doug. "How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing?," International Journal of Public and Private Healthcare Management and Economics (IJPPHME) 1, no.3: 38-52. http://doi.org/10.4018/ijpphme.2011070103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Recent legal proceedings have addressed pharmaceutical firms’ access to physician and brand level prescribing data. Proponents of the use of the data for marketing purposes claim constitutional protection as freedom of speech. Opponents maintain that distribution of the data compromises privacy. From the perspective of Granger-causality, this study investigates the extent to which pharmaceutical firms use this data to adjust detailing levels at the physician level. Important firm and public policy implications result. Consistent with the findings of previous work, detailing appears to Granger-cause prescription writing for a significant subset of physicians. However, the evidence that prescription writing Granger-causes adjustments in detailing levels is weak.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.