MarketingRx roundup: Study finds generic drugs gain ground, but docs still prefer brands; Pfizer lauded at AACR
Generic drugs still passed over for brands, study finds: While more doctors are prescribing generic drugs, the majority of doctors still prefer brand name drugs, according to a new GlobalData survey. Almost 40% of physicians would prescribe branded drugs for patients if cost wasn’t a factor. Market research head Urte Jakimaviciute noted the continued importance of drug marketing and brand loyalty which “plays a crucial role in the pharmaceutical industry, as it impacts the generation of sales and revenue, as well as acts as an entry barrier to competitors once patent protection expires.”
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