Pansare, KV and Ligade, Virendra S (2018) Perception Analysis of Medical Representatives towards Branded and Generic Drugs. Research Journal of Pharmacy and Technology, 11 (11). pp. 5049-5052. ISSN 0974-3618

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Abstract

Medical representatives are important member for promotion of generic and branded medicines to doctors. The present study attempted to analyze perception of medical representatives towards branded and generic drugs. From the survey, majority of the respondents (58%) agreed that pharmaceutical brands follow different strategies compared to the established rules of consumer brands. About 68% of respondents agreed that ideal brands are important for building brand equity. About 38% of respondents were neutral in their opinion that generic medicine is therapeutically equivalent to innovator brand medicine. 49% respondents are of opinion that branded drugs are having high cost because of good quality. Pharmaceutical companies need to make aware about the efficacy of generic medicines to medical representatives. Respondents are more confident when they detail branded drug and drug of their choice to doctors.

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