Generic pharma company, Teva, prints their name alongside the pill number, which identifies the manufacturer, type of medication and dosage
I was recently prescribed Amoxicillin after going to the dentist. As the drug has been in the market for ages, it was available in generic form. When I opened the bottle, I noticed the capsules were printed with both an identifying number (that identifies the pill manufacturer, medication type, and dosage), and the manufacturer brand. Why put a brand on a generic? And which brand? Manufacturer or old pill name? Should Pfizer put “Pfizer” on the generic of Lipitor or should they put “Lipitor” and does it really matter? Is there a value to it?
As major blockbuster drugs come off patent and face their generic rivals, does that name still have value? With parents that take an average of six pills every morning, I am intimately aware of the ritual that is involved in maintenance medication. There is a routine established – from years of asking for the same script, and from constant regurgitation of current medications at every visit to a new doctor. It becomes a state of mind – “I’m on Lipitor” – whether it’s Lipitor or its pharmaceutical equivalent. Having the Lipitor insignia on a pill might actually reinforce confidence among consumers, providing an added layer of stability midst a world of failing health. In fact, Pfizer may even be able to secure more scripts for their Lipitor, than competitively priced generics, for this convenience. The other side of the question is whether generic manufacturers build brands by creating trust and brand familiarity. Could they convince consumers, or physicians, to ask for their version? Could there be a household name in generics?
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