Magazine article Drug Topics

Generic Industry Eyes Plans for Better PR Effort

Magazine article Drug Topics

Generic Industry Eyes Plans for Better PR Effort

Article excerpt

Generic drugs need a better image. So, the National Association of Pharmaceutical Manufacturers is considering "some sort of advertising program, a public education program" to improve it, Thomas Russillo, NAPM chairman, said at the generic group's midyear conference. "We're going to look at it, although the budget is tight."

Russillo, president of Ben Venue Laboratories, Bedford, Ohio, told Drug Topics in an interview that the NAPM board had discussed a national advertising campaign, but that member companies, most of them small independent manufacturers and distributors, could not fund an extensive electronic or print media effort. "We've got a good story to tell," he lamented. Russillo and most of the rest of the generic industry believe its views are being overwhelmed by unrelenting media and lobbying campaigns from a financially flush brand-name industry.

NAPM has not formally contacted the two other generic drug industry associations about possibly collaborating, but both have modest efforts of their own under way. The Generic Pharmaceutical Industry Association is working on a onepage sheet that pharmacists could give to their customers that explains bioequivalency, said Diane Dorman, GPIA's communications manager. GPIA also may develop a more extensive but still simple brochure that it hopes could be produced for mass distribution through pharmacies, senior associations, and consumer groups. …

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