Manufacturer Sought Insight on Factors Affecting Generic Drug Purchasing

IndustryPharmaceutical Manufacturer
ProblemA brand name pharmaceutical manufacturer sought an assessment of their brand strategy during the 180 day generic exclusivity window. The manufacturer needed to understand perceptions and barriers impacting sales of an authorized generic compared to the ANDA approved generic. They also wanted to understand the factors influencing patients and pharmacies when making product selection decisions.
PHSI SolutionPHSI surveyed generic drug buyers and pharmacists to determine factors that were most important when making a drug product selection for dispensing. Information regarding the generics available in the pharmacy inventory and the obstacles pharmacists faced when using copay coupon cards was collected. A claims data analysis was also performed to review formulary tier placement and copay payments.
ResultsThe manufacturer obtained insight regarding incentives impacting product selection during 180 day exclusivity. This enabled the manufacturer to update and optimize their brand retention strategy to project earnings during the 180 day generic exclusivity window. The manufacturer made changes to their copay coupon card program design to meet patient and pharmacist needs. Insight into financial incentives when selecting a generic drug product was achieved.