DoctorDirectory Survey Finds Brand Name Drugs Pay the Price for Physician Prescribing Habits

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Brand loyalty is nearly non-existent when it comes to physician prescribing behaviors in spite of reports of diminished performance from generic equivalents. 95% of prescribers surveyed report they are somewhat likely to switch to generics immediately after they become available, costing Pharma brands billions of dollars annually.

DoctorDirectory, a leading marketing solutions company serving healthcare professionals and pharmaceutical industry clients, fielded a Generic Equivalents survey to members in its HCP community to uncover prescribing habits when brands lose patent exclusivity.

By the end of 2012, there are 10 blockbuster drugs that will no longer be protected by a patent. Despite the fact that 66% of prescribers surveyed report that they have experienced a failure on a generic equivalent where the branded drug was successful, prescribers are still making the switch to generics when they become available. 94% of prescribers surveyed also reported that patients have indicated that a generic equivalent did not work as well as the branded product they were previously taking.In most cases, pharmacies are likely to dispense the generic unless the pharmacist sees a Dispense as Written order on the prescription. Only 4% of prescribers surveyed indicated that they always or very often include the order.

Due to patent expirations, Big Pharma stands to lose over $100B by the year 2013. Industry analysts project that Pharma companies will likely introduce new formulations of brand name drugs or seek FDA approval for new indications to offset the loss of dollars and total scripts written for those drugs now offered as generics.

About DoctorDirectory
DoctorDirectory specializes in providing healthcare professionals the opportunity to participate in Market Research and other programs that help shape the healthcare industry. DoctorDirectory's exclusive IncreaseRx marketing solution provides pharmaceutical brand teams with access to virtually all U.S. prescribers and generates measurable and verifiable incremental revenues in a gain-share arrangement. Visit ContactDD.com to learn more. Follow DoctorDirectory on Twitter at @ContactDD.

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Mimi Rolen
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