Generics industry ads target pharmacists

GENERIC medicines companies spent $2.7 million on non-price benefit promotion of their products last year, predominantly aimed at pharmacists and other health professionals, according to newly released reports.

The Generic Medicines Industry Association revealed the figures as part of the first reports from its six member companies on non-price spending.

This included spending on educational events, merchandising, hospitality and provision of software tools, among others.

One company, Hospira Australia Pty Ltd, spent nearly $875,000 on funding for mental health and other hospital-based nurses. 

La Trobe University senior research fellow Dr Ken Harvey was not surprised at the fact pharmacists and others were targeted by generic companies. However, he added that GPs needed to remain conscious of the issues involved in generic substitution of medicines.