There has been a growing trend of generics in the Pharmaceutical industry. Within the last two years, over $20 billion worth of branded pharmaceuticals came off of patent and now pharmaceutical companies are having a hard time getting their brand name prescriptions filled because there are comparable generics.
Pharmacists at retail chain stores are many times required by management to offer their generic drugs at a lesser price than name brands, even when the doctors specifically subscribe the brand name drug. In the Drug Store News, it suggested that CVS Corp. is among the most aggressive in its efforts to shift patients to generic versions of expensive branded drugs wherever possible, thus, resulting in declined sales for brand drugs and increased sales in generics. In October 2005 it was reported that generic sales growth outpaced the total Rx market by 1.4% (Drug Store News, Oct. 2005).
Pharmaceutical companies like the one I work for, need to find a solution to help get Pharmacists to fill the prescriptions exactly the way the doctor has prescribed and to make the patients aware of the differences in and effects of brand versus generic medicine before they enter the pharmacy.
Most patients want to save money when it comes to prescriptions, so it is no surprise that when pharmacists offer them the “same” alternative to their prescription for $70-$75 less, they accept. That is why it is important for our sales reps to reiterate to both the doctors and patients the importance of sticking with the medicine and dosage prescribed. Although, the patient may be told by the pharmacist that there is an exact alternative, there may not be.
One recommendation would be to increase patient awareness. As a company, we are accountable for p ...