A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales.
Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241242685
Reference: Saravana Jaikumar, Pradeep K. Chintagunta, and Arvind Sahay, “Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: regulations, drug prices, healthcare marketing
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