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10.5593/sgemsocial2017/15/S05.093

ORIGINAL DRUGS VS GENERICS. THE INFLUENCE OF MARKETING AND PUBLIC RELATIONS

I.A. Oancea, S. Tiberius, A. E. Grigoruta
Thursday 28 September 2017 by Libadmin2017

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 741-748 pp, DOI: 10.5593/sgemsocial2017/15/S05.093

ABSTRACT

The Pharmaceutical Industry is one of the biggest industries trying to balance the relationships between innovation, competition and superior profits [1]. As we noticed, nowadays, we have many types of drugs at our disposal to buy. But what happens when many pharmaceutical manufacturers produce the same drug, with the same active substances, changing just the appealing packaging? People barely notice and, of course, they pay more for the same original drug that they used to buy. How rapidly new drugs appear on market is and interesting point of discussion since all major aspects of drug testing and regulation include pre-clinical animal tests, clinical trials and postmarketing surveillance of adverse drug reactions [2]. This paper is aimed to explain the differences between some original drugs and generics sold in Romania and how marketing influences people choices when buying drugs and other health care products.

Keywords: original drugs, generics, marketing