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SMU SOE Seminar (September 20, 2023): Bad-drug Ads or Killer Ads: The Effects of Drug Injury Advertising on Viewers’ Health
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TOPIC:
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Bad-drug Ads or Killer Ads: The Effects of Drug Injury Advertising on Viewers’ Health
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ABSTRACT
Consumers are regularly exposed to drug injury lawsuit ads, which warn viewers of the dangers associated with a particular drug and aim to recruit lawsuit plaintiffs. A concern by physicians is that drug injury ads lead patients to overestimate the risks of the drug and discontinue their medications. I analyze the effects of drug injury ads on prescriptions and health outcomes in the market for anticoagulants. Results show a negative relationship between ads and the total number of filled prescriptions for anticoagulants targeted by drug injury ads. Health outcomes are captured as the number of inpatient hospital visits and death rates for diagnoses treated with anticoagulants. I find increases in inpatient hospital visits and death rates for relevant conditions and no changes for control conditions.
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PRESENTER
Sylvia Hristakeva
Cornell SC Johnson College of Business
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RESEARCH FIELDS
Quantitative Marketing
Empirical Industrial Organization
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DATE:
20 September 2023 (Wednesday)
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TIME:
4pm - 5.30pm
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VENUE:
Meeting Room 5.1, Level 5
School of Economics
Singapore Management University
90 Stamford Road
Singapore 178903
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