Working harder

Generics First : SM

Building awareness of generic drug

Changing behavior with proven education techniques

G
eneric drugs typically cost
significantly less than brand-name
alternatives while achieving the
same clinical result, and can be
conditions and otherwise maintain
good health. The resulting pressure on
prescription benefit sponsors has led
to numerous changes in the design of
And to build the comfort level of
members in using generics, the
pharmacists provide educational
brochures on the benefits of
an effective way to help you reduce plans and a quest to encourage the use generics in office waiting areas.
prescription drug spending. But of less-expensive alternatives.
some physicians and members have Introduced in October 2000, the
been reluctant to use them. Generics First program has been a “meThetheGenerics First program gives
opportunity to say to my
Medco Health’s innovative pioneer in building the case for
Generics First program, which patient, ‘You know what, I want to
generics with more than 7,700 start you on a generic drug. Generic
combines face-to-face physician physicians across the country who
education with generic sampling and drugs are safe, they’re effective, and
receive materials promoting the use by the way, I have samples of them
in-office patient educational materials, of generics as a lower-cost alternative
has already proven to be an effective here in my office. And if they work
to a number of brand-name drugs. Of for you, I can continue you on this
tool in building confidence in these, 1,700 physicians who are high
generics as a first-line therapy. generic drug, which is often a
prescribers of branded drugs receive
Trend drivers prompt need monthly face-to-face educational visits ”
quarter of the price’.
for generics promotion from specially trained Medco Health Kenneth Goodman, M.D.
pharmacists. During these visits, the Family Practitioner
In recent years, a variety of factors Beachwood, Ohio
have led to double-digit growth in the pharmacists address common
cost of prescription drugs. Not only misconceptions about generic drugs,
has the number of new brand name highlight studies and recommenda- Educating patients—
drugs entering the market risen tions of treatment guidelines, and generically speaking
steadily, but pharmaceutical manufac- focus on prescribing therapies that The Generics First program goes
turers have spent billions of dollars involve generic alternatives. beyond physician education, reaching
promoting them through direct-to- The pharmacists also facilitate the out to members to educate them
consumer marketing and aggressive ordering of free samples of frequently about the safety, clinical effectiveness,
physician detailing and sampling prescribed generic medications from market availability, and cost savings of
programs. Utilization rates have manufacturers. As a result, targeted generics. The goal is to promote a
also soared as an aging population physicians requested 500,000 samples more active dialog between patients
has grown to rely on using totaling 3.2 million days of therapy and their physicians. These in-office
sophisticated—and often expensive— within the first 10 months of the patient educational materials, such as
branded prescription medications to Generics First program. the Consumer Guide to Generic Drugs,
treat both acute and chronic answers key questions about generics,
including:
 You need a harder working drug plan.
■ What’s the difference between who were both visited by a pharmacist
Fast Facts
generic and brand name and who chose to order generic drug
medication? samples, the year-over-year change in ■ Generics contain the same active
■ Are generics safe and effective? generic dispensing rate was 28 percent ingredients and meet the same
greater than the comparison group. strict FDA standards as their
■ Why would I choose a generic?
Even in cases where physicians did not equivalent brand-name drugs.
■ How do I get a generic? order samples, the generic dispensing
■ However, generics generally
Medco Health also supplies physicians’ rate rose 16 percent more than the
comparison group, showing that cost 30% to 60% less.
offices with condition-specific patient
Generics First’s unique, personal ■ Half of all prescription drugs
education materials such as Tips for
treating colds, the flu, and sore throats, clinical discussions alone significantly are now available as generics.
which provides information on how impact prescribing behavior.
to avoid getting and giving a cold or Generics First is proven to be an
the flu, the appropriate use of antibi- effective way to reach physicians, Increase in Generic
otics, and safety reminders about educate members, and touch your Dispensing Rate*
antibiotic usage. bottom line. Your members stay healthy (Intervention vs. Comparison Group)
Initial results: clients save millions even as you help to reduce the costs of
your prescription benefit plan.
Initial performance reports on Physicians who did not
Generics First show remarkable For more information order samples
savings for our clients. Among the To learn more about Medco Health, 40% Physicians who ordered
1,700 physicians we targeted for please visit our website at generic samples
pharmacist visits, dispensing of www.medcohealth.com. Other fact
30%
generic drugs to their patients has sheets relating to Generics First and
increased 7.1 percent. This increase our integrated generics strategy are
28%
translates into $3.5 million in overall available. Your Sales or Account 20%
client drug savings in the first 6 months Management representative will be 16%
of 2001. For those physicians pleased to share these with you. 10%

0%
*Comparison of relative impact
vs. the comparison group
(1H00—1H01)

www.medcohealth.com
Medco Health is a subsidiary of Merck & Co., Inc.
Live life well is a trademark and Generics First is a service mark of Medco Health Solutions, Inc.
© 2002 Medco Health Solutions, Inc. All rights reserved.
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