Common Generic Drug Concerns
- Quality: "Generic drugs are lower quality than brand drugs"
- Efficacy: "Generic drugs don't work as well as brand drugs"
- Safety: "Generic drugs have more side effects"
- Appearance: "Generic drugs look different — they must be different"
- Loyalty: "I've been on this brand drug for years — why change?"
Addressing Generic Concerns
Address generic drug concerns directly: (1) Quality: Generic drugs must meet the same FDA manufacturing standards as brand drugs; (2) Efficacy: Generic drugs are FDA-approved as bioequivalent — they deliver the same active ingredient in the same amount; (3) Safety: Generic drugs have the same safety profile as brand drugs; (4) Appearance: Generic drugs may look different — but the active ingredient is the same.
Cost Savings Messaging
IQ Insight
Cost savings messaging — showing members their specific savings from switching to a generic — is the most effective generic communication. "Switching from Lipitor to atorvastatin will save you $85 per month — $1,020 per year" is far more compelling than generic messaging about generic drugs. Personalized cost savings messaging drives generic adoption.