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

Doug Walker
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Doug Walker: Iowa State University, USA

International Journal of Public and Private Healthcare Management and Economics (IJPPHME), 2011, vol. 1, issue 3, 38-52

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.

Date: 2011
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Handle: RePEc:igg:jpphme:v:1:y:2011:i:3:p:38-52