Generic medications are safe, cost-effective substitutes for expensive brand-name drugs.
Switching to generics saves money for individuals and for the health care system as a whole.
Naturally, the big drug companies see generics as a threat to their profits.
RESEARCH TRIANGLE PARK, NC — 10/25/07 — Branded pharmaceutical companies plan for generic competition years in advance. A solid head start isn’t enough, though — to build the best counter-generics plans, companies need contributions from personnel in different departments.
Involving multiple people is key to prolonging brand life, according to a new study by Cutting Edge Information (http://www.PharmaGenerics.com). While marketing teams almost always contribute to counter-generics planning, stakeholders from other groups ensure that strategies include as many viable options as possible. They also help to establish contingency plans.
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