Healthy Skepticism Library item: 3156

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Quraeshi ZA, Luqmani M, Malhotra N.
Brands or generics: the dilemma of pharmaceutical marketing in a developing country.
J Health Care Mark 1983 Fal; 3:(4):27-37

Abstract:

A significant issue in pharmaceutical marketing in many developing countries is whether drugs should be sold by generic or by brand names. In Pakistan, legislation prohibited the sale of brand name drugs in order to increase price competition, and strengthen the market position of indigenous manufacturers to compete against multinationals. However, the government’s objectives were not achieved. Prior to the Generic Names Act, most drugs were available by brand name. Sales representatives exerted the strongest choice influence on doctors due to their interactions with them. As a result, the physician was more inclined to prescribe the brand name products of foreign manufacturers based on the representative’s referral and assurance that the internationally-known products would be of standard quality. After the Act was passed, the strategy of the multinationals was to induce doctors to write the manufacturer’s name along with the generic name on the prescription. Advertising campaigns strtessed the international reputation of companies. Manufacturers also adopted visual differentiation in their packaging to distinguish their products from other generic drugs

Keywords:
*analysis/Pakistan/developing countries/generics/research-based manufacturers/ reputation of company/marketing strategies/drug names Developing Countries Drug Industry* Legislation, Pharmacy* Pakistan Therapeutic Equivalency*