Umbrella branding in pharmaceutical markets.
Sign Up to like & getrecommendations! Published in 2020 at "Journal of health economics"
DOI: 10.1016/j.jhealeco.2020.102324
Abstract: Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. The paper investigates how advertising in the market for non-prescription drugs affects the decision to buy prescription drugs from… read more here.
Keywords: prescription; umbrella branding; branding pharmaceutical; prescription drugs ... See more keywords
U.S. Pharmaceutical Markets: Expenditures, Health Insurance, New Products and Generic Prescribing from 1960 to 2016
Sign Up to like & getrecommendations! Published in 2019 at "International Journal of the Economics of Business"
DOI: 10.1080/13571516.2019.1651150
Abstract: Abstract Between 1960 and 2016 per capita expenditures on retail pharmaceuticals increased from $85.12 to $922.50 in 2009 prices, while the share of spending covered by insurance programs grew to 86%. The introduction of new… read more here.
Keywords: generic prescribing; pharmaceutical markets; 1960 2016; insurance ... See more keywords