Generics and the Economy continue to add pressure to Pharma Brand Marketing. The most recent data released by Wolters Kluwer Health continues to support that even the Pharmaceutical industry is not immune to the economic downturn. In fact, by the close of 2009, 2/3’s of all prescriptions filled will be for a generic…
Summarized in a recent WSJ article “Many Drug Prescriptions are Going Unfilled” the data suggests that the numbers of Americans not filling branded prescriptions is continuing to rise.
“Due to cost, U.S. patients failed to fill 6.8% of the brand-name prescriptions their doctors requested in the 2008 fourth quarter, a 22% increase from the first quarter of 2007. Patients also abandoned prescriptions for generic drugs at a higher rate, failing to fill 4.1% of generic prescriptions,” according to the WSJ.
Wolters Kluwer also also reports that “abandonment increased as the amount of the co-pay increased, especially for new prescriptions. For example, new prescriptions with co-pays of $100 or more carry an abandonment rate of just over 20%; while with co-pays of $10 or under, the abandonment is only 4 percent.”