Prescription of Generic Drugs Impact on Pharma Marketing Dispensation of of Medicines and Social Good

Abstract

The aim of the study is to examine influence of knowledge, attitude and newlinepractice on medical practitioners behavior towards generic drugs limiting its mass newlineuse. Most of the countries in the world, rich or poor, are taking more interest in generic newlinemedicines due to rising healthcare costs. Aside from the high out-of-pocket healthcare newlineexpenditures in India, affordability is also a challenge due to its demographics. Generic newlinemedicines offer an alternative to expensive medicines. Government is promoting use newlineof generic medicines; doctors are being advised to prescribe medicines in generic newlinenames, however, there are several challenges in its mass use. The study is of national newlineimportance as it addresses the issue of low generic prescriptions despite unaffordable newlineaccess to expensive branded medicines. newline