Information, Marketing, and Pricing in the U.S. Antiulcer Drug Market

The role of information in facilitating and explaining growth of the overall antiulcer drug market, as well as in shaping the changing market shares of 4 patented antiulcer drugs - Tagamet, Zantac, Pepcid and Axid - is examined empirically. The dissemination of information is due largely to the use...

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Bibliographic Details
Published in:The American economic review 1995-05, Vol.85 (2), p.100-105
Main Authors: Berndt, Ernst R., Bui, Linda, Reiley, David R., Urban, Glen L.
Format: Article
Language:English
Subjects:
Advertising
Anti-Ulcer Agents - economics
Drug Costs
Econometrics
Economic models
Economic theory
Health technology assessment
Histamine H2 Antagonists - economics
Humans
Industrial market
Industrial marketing
Industry
Information
Information dissemination
Information, Educating, and Marketing in Health Care
Market demand
Market prices
Market share
Market shares
Marketing
Marketing of Health Services
Models, Econometric
Peptic Ulcer - drug therapy
Pharmaceutical industry
Pharmaceuticals
Prescription drugs
Price elasticity
Price elasticity of demand
Prices
Pricing
Product differentiation
Studies
U.S.A
Ulcers
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Summary:The role of information in facilitating and explaining growth of the overall antiulcer drug market, as well as in shaping the changing market shares of 4 patented antiulcer drugs - Tagamet, Zantac, Pepcid and Axid - is examined empirically. The dissemination of information is due largely to the use of marketing channels, such as visits by manufacturers' representatives to physicians, advertising in medical journals, and most recently, by direct-to-consumer advertising. These are examined and pricing policies, product differentiation, and order-of-entry effects are explored.
ISSN:0002-8282
1944-7981