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首页> 外文期刊>International Journal of Pharmaceutical and Healthcare Marketing >The order of entry effect in prescription (Rx) and over-the-counter (OTC) pharmaceutical drugs
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The order of entry effect in prescription (Rx) and over-the-counter (OTC) pharmaceutical drugs

机译：处方药（Rx）和非处方药（OTC）的进入作用顺序

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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.
机译：目的–本文旨在研究进入市场秩序对处方药（Rx）和非处方药（OTC）市场份额的影响。设计/方法/方法–于1998年1月获得了有关三种Rx药物类别和两种OTC药物类别的销售，价格，对内科医生（DTP）广告和对消费者（DTC）广告的数据到1999年12月。使用OLS方法估算了对数-对数统计模型。研究结果–在Rx和OTC药物类别中，进入顺序对市场份额都有很大的影响。在OTC类别中，此影响的幅度要大于在Rx类别中。价格，DTP和DTC广告的影响也很重要。 Dx和DTC广告在Rx和OTC类别中的不同效果是直观的。原创性/价值–这项研究在研究进入顺序，DTP和DTC广告对Rx和OTC药品类别中的市场份额的不同影响方面是独特的。

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