4 November 2008

Free peer information sessions are being held throughout New South Wales that aim to help seniors get to know their medicines and understand their medicine options.

Council on the Ageing (COTA) in partnership with the National Prescribing Service (NPS), will run the workshops in Sydney, Newcastle, Port Stephens, the Central Coast, Tamworth, Blue Mountains, Sutherland Shire and the South Coast, to help seniors learn about their medicines and reduce the risk of medicine-related problems.

Around 70 per cent of Australians are on at least one prescription medicine or non-prescription medicine at any given time; which increases to 90 per cent for people over 65 years,[1] so it’s important people are aware of their medicine options including how generic medicines work.

The COTA workshops tie in with NPS’ Generic medicines are an equal choice campaign, which aims to provide consumers with the evidence-based information they need to make informed choices about their medicine.

“Generic medicines are an equal choice. They contain the same active ingredient as original brand medicines and meet the same government standards,” NPS CEO, Lynn Weekes, said.

The active ingredient in a medicine is what makes the medicine work; this is known as the therapeutic effect. Manufacturers must demonstrate their generic brand works in the same way in the body (ie. has the same therapeutic effect) for it to be listed on the Pharmaceutical Benefits Scheme (PBS).

Most generic medicines are known by the active ingredient name rather than a brand name, which can be confusing for people who aren’t very familiar with their medicines.

“If you are considering switching to a generic medicine, speak with your GP or pharmacist first. They will know if there is a generic option available and whether it’s suitable for you. Your GP or pharmacist will also be able to point out the active ingredient and answer any questions you may have.”

“As some medicines have several generic brands, it is recommended that if you decide to switch to a generic brand you continue with that new brand to avoid confusion,” Ms Weekes said.

For more information on the COTA workshops contact 02 9286 3868.

For more information about generic medicines visit www.nps.org.au/genericmedicines or phone Medicines Line on 1300 888 763.

ENDS

Background information

The NPS’ Generics are an equal choice campaign is funded by the Australian Government as part of the Pharmaceutical Benefits Scheme (PBS) Reforms package, which aims to give Australians continued access to new medicines while ensuring the PBS remains affordable into the future.

The main Reforms changes, which came into effect on 1 August 2008, relate specifically to pharmacy and pharmaceutical wholesaler compensation arrangements. As a result it is anticipated consumers will be more frequently offered the generic brand medicine option when getting a prescription dispensed, making it important they have access to information which will help them make an informed decision.

NPS agreed to run this campaign because it ties in neatly with the organisation’s core aims and values, which are to provide accurate, balanced, evidence-based information and services to help people choose if, when and how to use medicines to improve their health and wellbeing.

The multi-faceted campaign includes an integrated series of television commercials, online resources and marketing, in-pharmacy advertising,and a tool kit for community pharmacy staff to support them when discussing generic medicines options with consumers. It also includes a range of community-based activities that will focus on seniors and people from culturally and linguistically diverse backgrounds.

The television commercials, which include two 30-second and two 15-second features, will air for two weeks from October 27 on all commercial stations in regional and metropolitan areas across Australia.

The NPS campaign aims to ensure people know that a generic medicine contains the same active ingredient as the original brand of medicine and that they know where and how to find accurate information so they can make informed choices about generic medicines.

NPS has provided community pharmacies with resources to assist them in discussing the choices of generic medicines, the active ingredient and the possible cost savings that generic medicines have. This includes new ancillary labels to go on medicine packs once a medicine has been dispensed that state the active ingredient and what brand medicine it replaces.

This campaign launches off the success of 2007 campaigns which won an International Gold Quill Award for Excellence, the 2008 Public Relations Institute of Australia (PRIA) NSW State Award for Excellence and the PRIA National Golden Target Award. NPS is also a finalist in the Marketing Institute of Australia’s Marketing Excellence Awards.

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