First US generics promotion program

Merck-Medco's Generics First, the first USA-wide program to promote theuse of generic prescription drugs, will distribute free samples of generics to over 7,700 doctors nationwide, and offer them additional tools and information to help patients gain first-hand experience with generics. Of the 370 million-plus prescriptions now managed by Merck-Medco annually, nearly 40% are for generics, the firm said.

Initially, the program will target antihypertensives, anti-infectives, gastrointestinals and non-steroidal anti-inflammatories. Merck-Medco pharmacists will meet one-to-one with doctors at large group practices in selected cities to discuss the availability of under-utilized, high-quality generics, and doctors will, for the first time, have access to free samples of commonly-prescribed generics through a free mail-order system.

In the first year, 6,000 doctors will be direct-mailed and 1,700 will get monthly pharmacist visits, resulting in the message reaching over 15,000 community-based physicians and over 25 million patients, says the firm. It aims to reach all patients, not just those covered by a Merck-Medco serviced plan.