Lipitor’s generic equivalent is now being offered at no cost by some US retailers! Apparently generics have gone from providing a less expensive solution to high drug costs, to serving as a shopping incentive. Large retail stores like Wegmans, a national food market chain, are reportedly offering a number of common generics to their customers free of charge as a new marketing gimmick.
Generic Drugs as a New Marketing Gimmick
According to news sources, generic drugs such as cholesterol-lowering Atorvastatin as well as diabetes medications and some antibiotics are being offered free of charge as a way to entice customers to come shop at their stores. The idea is that consumers will come for the free generics and then spend money on other consumer products which will in effect cover the cost of manufacturing the generics.
However, this new type of marketing has brought with it concerns that there may be consequences related to giving away free drugs. For one thing, the Center for Disease Control (CDC) is worried that it may encourage individuals to overuse these drugs. In addition, the pharmaceutical industry, already feeling the effects of the growing generics market, is concerned that it will reduce incentives for pharmaceutical companies to develop new innovative drugs.
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