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The order of entry effect in prescription (Rx) and over‐the‐counter (OTC) pharmaceutical drugs

Gurumurthy Kalyanaram (GK Associates, Dallas, Texas, USA)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 4 April 2008

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Abstract

Purpose

This paper aims to study the effects of order of market entry on market share in prescription (Rx) and over‐the‐counter (OTC) pharmaceutical drugs market.

Design/methodology/approach

Data on sales, price, direct‐to‐physicians (DTP) advertising, and direct‐to‐consumers (DTC) advertising for three Rx drugs categories and two OTC drugs categories were obtained for the period, January 1998 to December 1999. A log‐log statistical model was estimated using OLS methodology.

Findings

There is a significant order of entry effect on market share in both Rx and OTC drugs categories. This effect is higher in magnitude in the OTC category than in the Rx category. The effects of price, and DTP and DTC advertising are also significant. The differential effects of DTP and DTC advertising in the Rx and OTC categories are intuitive.

Originality/value

This study is unique in studying the differential effects of order‐of‐entry, and DTP and DTC advertising on market share in Rx and OTC drugs product categories.

Keywords

Citation

Kalyanaram, G. (2008), "The order of entry effect in prescription (Rx) and over‐the‐counter (OTC) pharmaceutical drugs", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2 No. 1, pp. 35-46. https://doi.org/10.1108/17506120810865415

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited