More Consumers Use Generic Prescription Drugs Compared to Brand Name

67% of American adults experiencing a health condition report taking some type of prescription drug to treat their condition, according to the 2015 MARS Consumer Health Study from Kantar Media. Of these, 77% use generic drugs. 

Kantar Media measures the use of generic and brand name drugs for over 70 conditions. The table below shows prescription drug use among U.S. adults who are professionally diagnosed with Arthritis, Depression, High Cholesterol or High Blood Pressure. 

Generic vs Brand name Drug Usage

Is cost the motive?

An analysis by the healthcare data and drug tracking company Truveris found that prescription drug prices jumped more than 10% last year. With the rising costs of prescription medication options, consumers may be looking for less expensive treatment options.

When asked how they have paid for prescription drugs purchased in the last 12 months, over half of all prescription takers in the MARS 2015 Consumer Health Study say that prescription drug coverage is included in their health insurance plan.

Among all U.S. adults taking prescription drugs (generic or brand name)

  • 53% DISAGREE that it is worth paying more for branded prescription medications
  • 79% AGREE that it is very important that their insurance covers all their prescription medication 
  • 46% DISAGREE with the statement “I am willing to pay extra for prescription drugs not covered by my health insurance.” 
The MARS Consumer Health Study is the only dedicated, syndicated research in the healthcare industry that ties ailments, pharma brands, attitudes about healthcare and many other data points to consumers’ media consumption habits.

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