9- PHARMA MULTI-CHANNEL MARKETING by PHARMAGEEK - Harris Interactive: Harris Polls > Preference Towards Generic Prescription Drugs Shows A Four-to-One Lead Over Brand Name Medications

A new Harris Poll finds Americans favor generic prescription drugs over brand name products by a considerable margin. Eighty-one percent of those who buy prescription drugs say they would purchase generics more often than brand name drugs. A 42% subset goes so far as to assert that they would "always" choose to buy a generic drug. Older generations are especially likely to indicate that they would always go with generics (50% Matures, 44% Baby Boomers, and 46% Gen X vs. 33% Millennials).

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