聚焦前沿 | 顶刊MkSc文章选编
聚焦前沿 | 顶刊MkSc文章选编
今日转载的MkSc最新文章由对外经贸大学国际商学院公众号[UIBE全球营销]首发及题目和摘要的翻译，谨此致谢！文章供感兴趣的市场营销学者和其他读者学习参考。
MkSc1
【MkSc1】"Let the Sunshine In": The Impact of Industry Payment Disclosure on Physician Prescription Behavior
“让阳光进来”：行业支付披露对医师处方行为的影响
Guo, T (Guo, Tong)[ 1 ] ; Sriram, S (Sriram, Srinivasaraghavan)[ 2 ] ; Manchanda, P (Manchanda, Puneet)[ 2 ]
Marketing Science,2020
DOI: 10.1287/mksc.2019.1181
Abstract：
U.S. pharmaceutical companies frequently pay doctors to promote their drugs. This has raised concerns about conflict of interest, which policy makers have attempted to address by introducing payment disclosure laws. However, it is unclear if such disclosure has an effect on physician prescription behavior. We use individual-level claims data from a major provider of health insurance in the United States and employ a difference-indifferences research design to study the effect of the payment disclosure law introduced in Massachusetts in June 2009. The research design exploits the fact that, although physicians operating in Massachusetts were impacted by the legislation, their counterparts in the neighboring states of Connecticut, New York, New Hampshire, and Rhode Island were not. In order to keep the groups of physicians comparable, we restrict our analysis to physicians in the counties that are on the border of these states. We find that the Massachusetts disclosure law resulted in a decline in prescriptions in all three drug classes studied: statins, antidepressants, and antipsychotics. Our findings are robust to alternative control groups, time periods and estimation methods. We also show that the effect is highly heterogeneous across physician groups. Finally, we explore potential mechanisms driving these results.
美国制药公司经常向医生付费以推广他们的药物。这引起了人们对利益冲突的担忧，决策者试图通过引入支付披露法律来解决这一问题。但是，尚不清楚这种公开是否对医师处方行为有影响。我们使用来自美国主要健康保险提供商的个人级别的索赔数据，并采用差异-无差异研究设计来研究2009年6月在马萨诸塞州引入的支付披露法律的效力。该研究设计利用了以下事实：尽管在马萨诸塞州经营的医师受到该法规的影响，但在邻近的康涅狄格州，纽约，新罕布什尔州和罗德岛州的医师并未受到该法规的影响。为了使医生群体具有可比性，我们将分析限制在与这些州接壤的县中的医生进行。我们发现，马萨诸塞州的披露法律导致所研究的所有三种药物（他汀类药物，抗抑郁药和抗精神病药）的处方数量下降。我们的发现对于替代控制组，时间段和估计方法是可靠的。我们还表明，不同医师群体之间的效果高度不同。最后，我们探讨了驱动这些结果的潜在机制。
MkSc2
【MkSc2】Inspiration from the "Biggest Loser": Social Interactions in a Weight Loss Program
“最大的失败者”的启示：减肥计划中的社交互动
Uetake, K (Uetake, Kosuke)[ 1 ] ; Yang, N (Yang, Nathan)[ 2 ]
Marketing Science,2020
DOI: 10.1287/mksc.2018.1116
Abstract：
We investigate the role of heterogeneous peer effects in encouraging healthy lifestyles. Our analysis revolves around one of the largest and most extensive databases about weight loss that track individual participants' meeting attendance and progress in a large national weight loss program. The main finding is that, although weight loss among average-performing peers has a negative effect on an individual's weight loss, the corresponding effect for the top performer among peers is positive. Furthermore, we show that our results are robust to potential issues related to selection into meetings, endogenous peer outcomes, individual unobserved heterogeneity, lagged dependent variables, and contextual effects. Ultimately, these results provide guidance about how the weight loss program should identify role models.
我们调查异质性同侪效应在鼓励健康生活方式中的作用。我们的分析围绕着有关减肥的最大，最广泛的数据库之一，该数据库跟踪单个参与者的会议出席率和大型国家减肥计划的进展。主要发现是，尽管平均表现良好的同龄人的体重减轻对个人的体重减轻有负面影响，但对同龄人中表现最好的人的相应影响却是积极的。此外，我们表明，我们的结果对于会议选择，内生同伴结果，个体未观察到的异质性，滞后因变量和上下文效应等潜在因素具有鲁棒性。最终，这些结果为减肥计划如何确定榜样提供了指导。
MkSc3
【MkSc3】Strategic Research and Development Investment Decisions in the Pharmaceutical Industry
医药行业的战略研发投资决策
Rao, A (Rao, Anita)[ 1 ]
Marketing Science,2020
DOI: 10.1287/mksc.2020.1224
Abstract:
Do pharmaceutical firms respond to the actions of their competitors in research and development, and if so, how much? Answering this question has implications for policies aimed at incentivizing drug development, such as greater exclusivity protections and a faster Food and Drug Administration approval process. Although such policies lead to quicker realization of profits and/or more time to earn profits, they also intensify competition, thereby reducing per-firm profits. Which effect dominates depends on the degree of competition. To this end, I estimate a dynamic investment model using Phase 3 data. Solving the new equilibrium, I find that even though an expedited process and longer periods of market exclusivity increase competitive intensity, it could prompt increased entry into Phase 3, thereby encouraging innovation.
制药公司是否响应竞争对手在研发方面的行为？如果是，那么有多少？回答这个问题将对旨在激励药物开发的政策产生影响，例如加强排他性保护和加快食品药品监督管理局的批准程序。尽管这样的政策可以更快地实现利润和/或获得利润的更多时间，但它们也会加剧竞争，从而降低企业的利润。哪种效果占主导地位取决于竞争程度。为此，我使用第3阶段的数据估算了动态投资模型。通过解决新的平衡问题，我发现尽管加快流程并延长市场独占时间可以提高竞争强度，但它可能会促使进入第三阶段的数量增加，从而鼓励创新。
MkSc4
【MkSc4】Advertising in Health Insurance Markets
健康保险市场中的广告研究
Shapiro, BT (Shapiro, Bradley T.)
Marketing Science,2020
DOI: 10.1287/mksc.2018.1086
Abstract：
The effects of television advertising in the market for health insurance are of distinct interest to both firms and regulators. Regulators are concerned about firms potentially using ads to "cream skim," or attract an advantageous risk pool, as well as the potential for firms to use misinformation to take advantage of the elderly. Firms are interested in using advertising to acquire potentially highly profitable seniors. Meanwhile, health insurance is a useful setting to study the mechanisms through which advertising could work. Using the discontinuity in advertising exposure created by the borders of television markets, this study estimates the effects of advertising on consumer choice in health insurance. Television advertising has a small effect on brand enrollments, making advertising a relatively expensive means of acquiring customers. Heterogeneous effects point to advertising being more effective in less healthy counties, which runs opposite to the concern of cream skimming. Leveraging the unilateral cessation of advertising by United-Healthcare, evidence is provided that the small advertising effect is not explained by a prisoner's dilemma equilibrium. An analysis of longer-run effects of advertising shows that advertising effects are short lived, further decreasing the potential of advertising to create long-run value to the firm.
公司和监管机构对电视广告在健康保险市场中的作用都非常感兴趣。监管者担心企业可能使用广告“脱脂”或吸引有利的风险池，以及企业使用错误信息来利用老年人。公司对利用广告来获取潜在的高利润的老年人感兴趣。同时，健康保险是研究广告运作机制的有用环境。利用电视市场边界造成的广告曝光的不连续性，本研究估计了广告在健康保险市场中对消费者选择的影响。电视广告对品牌注册的影响很小，这使得广告成为获取客户的相对昂贵的手段。异类效应表明广告在健康状况较差的县/地区更有效，这与对“脱脂”的关注相反。通过联合医疗保健公司单方面停止广告的决策可以证实囚徒困境平衡无法解释这种小的广告效果。对广告的长期效果的分析表明，广告效果是短暂的，进一步降低了广告为企业创造长期价值的潜力。
MkSc5
【MkSc5】The Impact of Hospital Advertising on Patient Demand and Health Outcomes
医院广告对患者需求和健康结果的影响
Kim, T (Kim, Tongil ''Ti'')[ 1 ] ; Diwas, KC (Diwas, K. C.)[ 1 ]
Marketing Science,2020
DOI: 10.1287/mksc.2019.1153
Abstract：
Does hospital advertising influence patient choice and health outcomes? We examine more than 220,000 individual patient-level visits over 24 months in Massachusetts to answer this question. We find that patients are positively influenced by hospital advertising; seeing a television advertisement for a given hospital makes a patient more likely to select that hospital. We also observe significant heterogeneity in patient response depending on insurance status, medical conditions, and demographic factors, like age, gender, and race. For example, patients with more restrictive forms of insurance are less sensitive to advertisements. Our demand model allows us to study the impact of a ban on hospital advertising, which has been recently considered by policy makers. We find that banning hospital advertising can hurt patient health outcomes through increased hospital readmissions. This is because hospital advertisements drive patients to higher-quality hospitals, which tend to advertise more and have lower readmission rates. However, we do not find a significant change in the overall mortality rate.
医院广告会影响患者的选择和健康结果吗？我们在马萨诸塞州的24个月内调查了超过220,000位患者的个人就诊情况以回答这个问题。我们发现患者受到医院广告的积极影响；看到给定医院的电视广告会使患者更有可能选择该医院。我们还观察到患者反应的显著异质性，具体取决于保险状况，医疗状况和人口统计因素，例如年龄，性别和种族。例如，具有更多限制性形式的保险的患者对广告不太敏感。我们的需求模型使我们能够研究医院广告禁令的影响，政策制定者最近已经考虑过这一禁令。我们发现，禁止医院打广告会通过增加再入院率而损害患者的健康状况。这是因为医院的广告驱使患者前往更高质量的医院，后者往往会做更多广告，并且再入院率较低。但是，我们没有发现总体死亡率有显著变化。
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