Excessive Pharmaceutical Marketing Expenditure: Policy Remedies from China

Developing countries face high pharmaceutical prices despite the presence of multiple generic producers. One key reason is excessive spending on sales and marketing by drug firms. This paper examines how centralized drug procurement can curb such marketing efforts and reduce prices, using a policy experiment in China where certain generics are procured through centralized auctions in pilot cities. Winning firms gain large market shares directly without high marketing costs. We find that the centralized auction significantly reduces both sales costs and prices, with winning firms experiencing notable decreases in marketing-related labor demand.