16 September 2007

‘Generic medicines are an equal choice’ is the message National Prescribing Service Limited (NPS) will promote in the second phase of the Get to Know Your Medicines national awareness campaign this September and October.

This quality use of medicines campaign aims to increase consumer and health professional confidence in using generic medicines.

Research shows that 91% of consumers are aware of generic medicines and of those up to 79% would probably or definitely consider using generic prescription medicines in the future. However consumers are not sure how they can tell if a generic medicine is equivalent to a brand name medicine and if it is wise to switch.

The campaign will encourage consumers to talk to their doctor or pharmacist about their medicines and whether generic medicines are an option for them. The NPS Medicines Line on 1300 888 763 will be promoted as an alternative source of information on medicines. The campaign is particularly inclusive of health professionals and pharmacy assistants who all help inform consumer choices about generic medicines.

NPS CEO, Dr Lynn Weekes said that the organisation’s priority is to promote the safe and appropriate prescribing, dispensing and use of generic medicines. Only medicines that have been proven to be bioequivalent can be substituted for one another.

Bioequivalence is based on the principle that pharmacological activity is related to the blood plasma concentration of a drug at its site of action. All bioequivalent brands are expected to produce a similar clinical effect.

“The use of generic medicines must benefit the consumer without placing him or her at increased risk of medicine misadventure,” Dr Weekes said.

This requires health professionals to consult with consumers prior to switching a particular brand of medicine.

“NPS asks GPs and pharmacists to consider the patient’s needs when prescribing medicines, and encourages them to help the patient become familiar with the active ingredient,” she said.

One study found that 34% of consumer respondents would not use a generic medicine because their doctor did not recommend it.

The campaign will reinforce best pharmacy practice, which is to offer the same brand when filling repeats. If a decision is made to use a particular brand of medicine, it is best practice to ensure that the same brand is offered each time that particular medicine is required.

A recent study by the University of South Australia found the incidence of brand switching is low, with only 1% of all prescriptions having more than one switch.

The campaign runs for 6 weeks and will include television advertisements featuring real people who take generic medicines. The advertisement will air nationally for two weeks from 16 September. Please visit Get to know your medicines at www.nps.org.au

ENDS

National Prescribing Service Limited (NPS) is an independent, non-profit organisation for Quality Use of Medicines funded by the Australian Government Department of Health and Ageing.