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Healthy Skepticism Library item: 2962

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.


Publication type: Journal Article

Hornbrook MC.
Market structure and advertising in the US pharmaceutical industry
Medical Care 1978; 16:90-109


Distortions in market processes for pharmaceuticals raise the important policy problem of devising measures to improve industry performance. This paper first reviews the basic issues involved in formulating economic policy regarding the pharmaceutical industry. Methods for reducing structural market power and undesirable promotional expenditures are examined, and the impacts of four oft-suggested policy “reforms”-removal of trade names, removal of patents, relaxation of requirements for certification of new drug products, and increased enforcement of antitrust laws-are then analyzed. Finally, problems requiring additional research are identified.

*mathematical modeling/United States/economic policy/market structure/INFLUENCE OF PROMOTION: MARKET SHARE Advertising* Drug Industry* Models, Theoretical Public Policy Public Relations* United States


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