Title |
Competition in prescription drug markets: the roles of trademarks, advertising, and generic names
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Published in |
HEPAC Health Economics in Prevention and Care, July 2012
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DOI | 10.1007/s10198-012-0414-7 |
Pubmed ID | |
Authors |
Roger Feldman, Félix Lobo |
Abstract |
We take on two subjects of controversy among economists-advertising and trademarks-in the context of the market for generic drugs. We outline a model in which trademarks for drug names reduce search costs but increase product differentiation. In this particular framework, trademarks may not benefit consumers. In contrast, the generic names of drugs or "International Nonproprietary Names" (INN) have unquestionable benefits in both economic theory and empirical studies. We offer a second model where advertising of a brand-name drug creates recognition for the generic name. The monopoly patent-holder advertises less than in the absence of a competitive spillover. |
Mendeley readers
The data shown below were compiled from readership statistics for 62 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
Country | Count | As % |
---|---|---|
Netherlands | 1 | 2% |
Brazil | 1 | 2% |
Unknown | 60 | 97% |
Demographic breakdown
Readers by professional status | Count | As % |
---|---|---|
Student > Master | 13 | 21% |
Student > Ph. D. Student | 12 | 19% |
Researcher | 9 | 15% |
Student > Bachelor | 4 | 6% |
Student > Postgraduate | 3 | 5% |
Other | 11 | 18% |
Unknown | 10 | 16% |
Readers by discipline | Count | As % |
---|---|---|
Medicine and Dentistry | 15 | 24% |
Economics, Econometrics and Finance | 9 | 15% |
Pharmacology, Toxicology and Pharmaceutical Science | 7 | 11% |
Social Sciences | 5 | 8% |
Business, Management and Accounting | 4 | 6% |
Other | 8 | 13% |
Unknown | 14 | 23% |