James Cardon, PhD
Associate Professor of Economics, Department of Economics
Brigham Young University

The Effects of Direct-to-Consumer Pharmaceutical Advertising

March 19, 2004
12:00 - 1:30 PM

Colonial Penn Center Auditorium

James Cardon graduated from Brigham Young University in with a B.A. in Economics. After completing his M.A. and Ph.D. form Princeton University, James returned to BYU to teach Economics; he is currently an Associate Professor of Economics at Brigham Young University. His fields of interests include Industrial Organization, Health Economics, and Econometrics.


In 1997, the FDA relaxed regulations on direct-to-consumer (DTC) advertising for pharmaceutical products. This has led to a substantial increase in such expenditures which in turn raises some important public policy questions. We examine the effects of DTCA on pharmaceutical adherence in three therapeutic classes: antidepressants, statins, and diabetes. We find some evidence that DTCA raises adherence measures in our sample, but the effects are modest, and in some DTCA appears to lower adherence.

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