Generic vs. Prescription drugs: perceptions and actions

About 16% of adults (37 million) agree that it’s worth paying more for branded prescription medications rather than getting generic products, according to the 2013 OTC/DTC Study. In contrast, 45% of adults (106 million) disagree with that statement.

Despite that disparity in attitudes, there are nearly 40 million adults who disagree with the above statement while still choosing to treat a health condition with a branded prescription drug. What are the top conditions they are treating with a Rx medication?

  1. Hypertension/High Blood Pressure – 7 million adults
  2. High Cholesterol – 5 million adults
  3. Cold/Flu – 4 million adults

We also found that adults with HH annual incomes between $50-75k are 32% less likely to agree with that it’s worth paying more for branded Rx vs. generics. On the opposite side of the spectrum, we found that adults with $250k or more in annual HH income are 40% more likely to agree that it’s worth paying more for branded Rx.

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.

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