Alphapharm today launches a consumer awareness campaign which aims to encourage customers to choose a generic medicine.
The campaign comprises TV commercials, radio commercials, a print campaign and in store pharmacy promotional material under the banner "Choose Wisely".
The commercial explains that, as in any other area, consumers have a choice when it comes to whether they buy an originator or generic prescription medicine. Alphapharm is also running a concurrent trade press campaign to encourage pharmacies to ramp up their substitution rates in the lead up to the August price drops of 25 per cent.
Alphapharm corporate affairs spokesperson, Robyn Ronai, said part of the campaign aimed to fill the void left by the government's decision to cut $15m from a $20m campaign to educate the public about generic medicines.
"The changes after 1 August will lead to an increase in substitution rates but there was nothing aimed at consumers in a meaningful way," Ms Ronai said.
Alphapharm pharmacy marketing manager, Krish Peruvemba, said that the trade component of the campaign was designed to create a sense of urgency in pharmacy about substitution.
"These changes are going to impact and pharmacists can continue to do the same old, same old and hope they survive, or seize the opportunity and drive substitution rates upwards to 80 or 90 per cent. If not now when will you start ramping up your substitution rates?" Mr Peruvemba said.
Pharmacists can keep updated on the campaign and related services offered by Alphapharm by logging into
www.choosewisely.com.au