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ORIGINAL DRUGS VS GENERICS. THE INFLUENCE OF MARKETING AND PUBLIC RELATIONS
Abstract
The Pharmaceutical Industry is one of the biggest industries trying to balance the relationships between innovation, competition and superior profits [1]. As we noticed, nowadays, we have many types of drugs at our disposal to buy. But what happens when many pharmaceutical manufacturers produce the same drug, with the same active substances, changing just the appealing packaging? People barely notice and, of course, they pay more for the same original drug that they used to buy. How rapidly new drugs appear on market is and interesting point of discussion since all major aspects of drug testing and regulation include pre-clinical animal tests, clinical trials and postmarketing surveillance of adverse drug reactions [2]. This paper is aimed to explain the differences between some original drugs and generics sold in Romania and how marketing influences people choices when buying drugs and other health care products.
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