Marketing Strategy
Read the following discussion and answer the question: Are we confident enough to compare the ingredients? Support your answer with 2 marketing scholars.
Discussion
According to the FDA, “nearly 8 in 10 prescriptions filled in the United States are for generic drugs. The use of generic drugs is expected to grow over the next few years as a number of popular drugs come off patent through 2015.” (Levine, 2015)
The article goes on to describe that the generic brands have to have the same number of milligrams of ingredients that is on the label. This is not optional. “In addition, the pill needs to get you within 10 percent above or below the blood concentrations achieved with the brand for FDA to approve the generic.” (Levine, 2015) A normal person will not know the difference.
