Manuel Hermosilla
Associate Professor
Department of Marketing
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About
Manuel Hermosilla is an Associate Professor of Marketing at UIC Business, where he teaches Marketing Analytics and Marketing Research. His research uses applied microeconomics and data-driven methods to study healthcare and pharmaceutical markets, focusing on how policies and commercial strategies affect innovation, access, and patient welfare. Recent projects examine topics such as manufacturer coupons, incentives in drug development, and safety outcomes in clinical trials. His work has been published in journals including Marketing Science, Management Science, the Journal of Marketing, and the RAND Journal of Economics. It has also been covered by outlets such as The New York Times, Axios, National Affairs, and Hindustan Times. He earned his PhD in Quantitative Marketing from the Kellogg School of Management
Please visit my personal website for papers and the most up-to-date CV.
Selected Publications
- Tyagi, H., Hermosilla, M., and R. Shah “Does Transparency Hinder Drug Novelty? Evidence from Large Pharmaceutical Firms” Manufacturing and Service Operations Management (forthcoming, 2025)
- Gibbons, J., Hermosilla, M., and A. Trujillo. “On the Use of Manufacturer Pharmaceutical Coupons: Brand Loyalty or Customer Acquisition?” Health Services Research 60.2 (2025).
- Hermosilla, M. “Regulating Ethical Experimentation: Impact of the Breakthrough Therapy Designation on Drug R&D”, Journal of Health Economics 94 (2024).
- Hermosilla, Manuel, and Andrew T. Ching. “Does Bad Medical News Reduce Preferences for Generic Drugs?.” Journal of Marketing (2023)
- Dranove, David, Craig Garthwaite, and Manuel Hermosilla. “Does consumer demand pull scientifically novel drug innovation?.” The RAND Journal of Economics (2022)
- Hermosilla, Manuel. “Rushed innovation: Evidence from drug licensing.” Management Science (2021)
- Hermosilla, Manuel, Fernanda Gutierrez-Navratil, and Juan Prieto-Rodriguez. “Can emerging markets tilt global product design? Impacts of Chinese colorism on Hollywood castings.” Marketing Science (2018)