Smart advertising in prescription only medication; aligning it with prescriber’s or consumer’s behavior

Purpose This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect comparisons, the second objective is to determine whether advertising tools that are more compatible with prescriber’s behavior have superior impact on sales. Third is to examine empirical support for the argument that advertising directly to consumers, as a market follower versus leader, has a backfiring effect. Finally, this paper aims to assess the magnitude of variance in sales as a function of each advertising tool. Design/methodology/approach Data on unit sales and spending (on DTCA, journal ads, events and detailing) ranging 84 months are obtained for six prescription-only cholesterol-reducing brands. First, linearity is checked. Second, evolution versus stationarity is tested by applying the unit-root test. Third, potential endogeneity among variables is assessed with granger causality. Fourth, vector autoregressive model (VAR) that accounts for endogeneity and dynamic interactions is specified. Intercept, seasons and market share are added into the model specification as exogenous variables. Fifth, VAR with akaike selected lags and generalized impulse response are conducted. Finally, sales variance is decomposed with forecast error variance decomposition and Cholesky ordering. Findings A 10% increase on detailing or journal ads spending brought an immediate (one month) negative effect on sales in a market leader, whereas that same increase is insignificant in a market follower. A 10% increase on DTCA (vs detailing) spending led to a negative (vs positive) carryover effect for the market follower, giving empirical support to the backfiring effect of DTCA and partial evidentiary support suggested about prescriber friendly advertising. However, DTCA induces a larger short term and longer carryover effect in a market leader, with seven times more effect on sales than what detailing does. In addition, it explains 50% of the variation in sales. Originality/value The model applied captures extensive dynamics; hence, findings are robust. The analysis considered comparison in terms of prescriber friendly (vs not) advertising tools and brand market status and thus can make managers rethink strategy of advertising budget allocations. This study also introduced a new look onto DTCA and hence challenges the traditional thought held on consumer advertising response.

LED Intercanopy Lighting in Blackberry During Spring Improves Yield as a Result of Increased Number of Fruiting Laterals and Has a Positive Carryover Effect on Autumn Yield

High market price and low availability of local winter and spring production has stimulated production of blackberries in glasshouses at northern latitudes. For this production, light is the main limiting factor. We investigated the potential of intercanopy lighting (ICL) using light emitting diodes (LEDs) to improve blackberry fruit yield in a crop with a spring and an autumn production cycle. During the spring production cycle three light treatments were applied: only natural light (no ICL), 93 or 185 μmol m–2 s–1 ICL In summer the lateral shoots were cut back and 93 μmol m–2 s–1 ICL was applied to all plants after cutting back, investigating a possible carryover effect of supplemental light in spring on autumn production. Fresh fruit yield in spring increased by 79 and 122% with 93 and 185 μmol m–2 s–1 ICL, respectively, compared to no ICL. This represents 3.6 and 2.8% increase in harvestable product for every additional 1% of light. A yield component analysis and leaf photosynthesis measurements were conducted. Maximum photosynthetic capacity (Amax) for leaves at 185 μmol m–2 s–1 ICL was about 50% higher, and LAI was 41% higher compared to no ICL. ICL increased the number of fruiting laterals per cane, and this explained 75% of the increase in yield. ICL at 185 μmol m–2 s–1 resulted in a higher yield compared to no ICL, primarily as a result of higher total dry matter production. Furthermore, a higher fraction of dry matter partitioned to the fruits (0.59 compared to 0.52) contributed to yield increase, whereas fruit dry matter content and fruit quality (sugar and acid content) was not affected by ICL. Averaged over the three light treatments autumn yield was 47% lower than spring yield. Autumn yield was 10% higher for plants at ICL 93 μmol m–2 s–1 in spring and 36% higher for plants at 185 μmol m–2 s–1 in spring compared to no ICL in spring. This increased autumn yield was caused by more fruiting laterals (less necrotic buds). It is concluded that management practices in spring can have a carryover effect on the autumn production. This is the first scientific paper on the potential for applying LED ICL in blackberries. Further research should focus on optimal intensity of ICL, positioning of supplementary lighting and economic feasibility.

Methodological Considerations in N-of-1 Trials of Traditional Chinese Medicine

More and more scholars choose N-of-1 trials for TCM clinical research. However, the quality of the experimental designs was uneven. Accumulating more than eight years of experience in exploring the N-of-1 trials of TCM, the authors and their team searched the related literature in main Chinese and English databases, referenced to relevant Chinese and international guidelines. The design, implementation, and data analysis of N-of-1 trials of TCM are still in in-depth exploration and practice. “Carryover effect” may affect the design and quality of the trials. Individualized treatment should be guided by the classic theories of TCM. It is expected to formulate reasonable observation periods and pairs and closely integrate individual and group statistical analysis.

The (Null) Effects of Happiness on Affective Polarization, Conspiracy Endorsement, and Deep Fake Recognition: Evidence from Five Survey Experiments in Three Countries

Affective polarization is a key concern in America and other democracies. Although past evidence suggests some ways to minimize it, there are no easily applicable interventions that have been found to work in the increasingly polarized climate. This project examines whether irrelevant factors, or incidental happiness more specifically, have the power to reduce affective polarization (i.e., misattribution of affect or “carryover effect”). On the flip side, happiness can minimize systematic processing, thus enhancing beliefs in conspiracy theories and impeding individual ability to recognize deep fakes. Three preregistered survey experiments in the US, Poland, and the Netherlands (total N = 3611) induced happiness in three distinct ways. Happiness had no effects on affective polarization toward political outgroups and hostility toward various divisive social groups, and also on endorsement of conspiracy theories and beliefs that a deep fake was real. Two additional studies in the US and Poland (total N = 2220), also induced anger and anxiety, confirming that all these incidental emotions had null effects. These findings, which emerged uniformly in three different countries, among different partisan and ideological groups, and for those for whom the inductions were differently effective, underscore the stability of outgroup attitudes in contemporary America and other countries.

Brain Plasticity Mechanisms Underlying Motor Control Reorganization: Pilot Longitudinal Study on Post-Stroke Subjects

Functional Electrical Stimulation (FES) has demonstrated to improve walking ability and to induce the carryover effect, long-lasting persisting improvement. Functional magnetic resonance imaging has been used to investigate effective connectivity differences and longitudinal changes in a group of chronic stroke patients that attended a FES-based rehabilitation program for foot-drop correction, distinguishing between carryover effect responders and non-responders, and in comparison with a healthy control group. Bayesian hierarchical procedures were employed, involving nonlinear models at within-subject level—dynamic causal models—and linear models at between-subjects level. Selected regions of interest were primary sensorimotor cortices (M1, S1), supplementary motor area (SMA), and angular gyrus. Our results suggest the following: (i) The ability to correctly plan the movement and integrate proprioception information might be the features to update the motor control loop, towards the carryover effect, as indicated by the reduced sensitivity to proprioception input to S1 of FES non-responders; (ii) FES-related neural plasticity supports the active inference account for motor control, as indicated by the modulation of SMA and M1 connections to S1 area; (iii) SMA has a dual role of higher order motor processing unit responsible for complex movements, and a superintendence role in suppressing standard motor plans as external conditions changes.

Carryover effect of atrazine and its metabolite—from treated bovine spermatozoa to the embryo’s transcriptome†

Atrazine (ATZ) is an extensively used herbicide and ubiquitous environmental contaminant. ATZ and its metabolite, diaminochlorotriazine (DACT), cause several cellular and functional alterations in spermatozoa. We aimed to examine the effect of ATZ/DACT on spermatozoon DNA integrity, fertilization competence, embryonic development, and transcriptome profile of in vitro-produced embryos derived from fertilization with pre-exposed sperm. Bovine spermatozoa exposed to ATZ (0.1 or 1 μM) or DACT (1 or 10 μM) during in vitro capacitation were used for in vitro fertilization of untreated oocytes. Cleavage and blastocyst-formation rates were evaluated 42 h and 7 days postfertilization, respectively. The association between DNA fragmentation and apoptosis (annexin V kit) was determined. Fertilization competence of annexin-positive (AV+) and annexin-negative (AV−) spermatozoa was examined. Microarray analysis was performed for 7-day blastocysts. Intracytoplasmic sperm injection was performed with control (AV+, AV−) and DACT (AV+, AV−) spermatozoa. Cleavage rates did not differ between groups and blastocyst formation tended to be higher for AV− vs. AV+ in both control and DACT groups, suggesting that acrosome reaction, rather than DNA fragmentation, underlies the reduced cleavage. Transcriptomic analysis revealed 139 and 230 differentially expressed genes in blastocysts derived from ATZ- and DACT-exposed spermatozoa, respectively, relative to controls. Proteomic analysis shown differential expression of proteins in ATZ- or DACT-treated spermatozoa, in particular proteins related to cellular processes and biological pathways. Therefore, we assume that factors delivered by the spermatozoa, regardless of DNA fragmentation, are also involved. Overall, the current study reveals a deleterious carryover effect of ATZ/DACT from the spermatozoa to the developing embryo.

Seasonal biological carryover dominates northern vegetation growth

The state of ecosystems is influenced strongly by their past, and describing this carryover effect is important to accurately forecast their future behaviors. However, the strength and persistence of this carryover effect on ecosystem dynamics in comparison to that of simultaneous environmental drivers are still poorly understood. Here, we show that vegetation growth carryover (VGC), defined as the effect of present states of vegetation on subsequent growth, exerts strong positive impacts on seasonal vegetation growth over the Northern Hemisphere. In particular, this VGC of early growing-season vegetation growth is even stronger than past and co-occurring climate on determining peak-to-late season vegetation growth, and is the primary contributor to the recently observed annual greening trend. The effect of seasonal VGC persists into the subsequent year but not further. Current process-based ecosystem models greatly underestimate the VGC effect, and may therefore underestimate the CO2 sequestration potential of northern vegetation under future warming.

The (null) effects of happiness on affective polarization, conspiracy endorsement, and deep fake recognition: Evidence from five survey experiments in three countries

Affective polarization is a key concern in America and other democracies. Although past evidence suggests some ways to minimize it, there are no easily applicable interventions that have been found to work in the increasingly polarized climate. This project examines whether irrelevant factors, or incidental happiness more specifically, have the power to reduce affective polarization (i.e., misattribution of affect or “carryover effect”). On the flip side, happiness can minimize systematic processing, thus enhancing beliefs in conspiracy theories and impeding individual ability to recognize deep fakes. Three preregistered survey experiments in the US, Poland, and the Netherlands (total N = 3,611) induced happiness in three distinct ways. Happiness had no effects on affective polarization toward political outgroups and hostility toward various divisive social groups, and also on endorsement of conspiracy theories and beliefs that a deep fake was real. Two additional studies in the US and Poland (total N = 2,220), also induced anger and anxiety, confirming that all these incidental emotions had null effects. These findings, which emerged uniformly in three different countries, among different partisan and ideological groups, and for those for whom the inductions were differently effective, underscore the stability of outgroup attitudes in contemporary America and other countries.