We provide novel evidence on how firms and consumers respond to government vaccine recommendations. In 2014, the Advisory Committee on Immunization Practices (ACIP) recommended that adults aged 65 or older receive the pneumococcal vaccine Prevnar13. Using a difference-in-differences identification strategy with randomization inference, we first study the impacts of the recommendation on two forms of firm marketing: direct-to-consumer advertising and physician detailing. For both types of marketing, we find large and significant increases immediately following the recommendation. To study consumer responses, we use data from Google Trends and the National Health Interview Survey and find that the ACIP recommendation significantly increased Prevnar-related information seeking behavior and increased the probability of pneumococcal vaccination among elderly individuals by 5.8-7.3 percentage points. Overall, our analyses suggest that the ACIP recommendation led to an increase in product sales by approximately $2 billion annually.
DATE: Tuesday, January 18, 2022
TIME: 3:30-5:00 p.m.
LOCATION: Fronczak 444