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Improving acceptance of generic medicines

12 months
Approved budget:
Professor Keith Petrie
Health issue:
Other (generic health or health services)
Proposal type:
Medicines Research Project
Lay summary
The focus of this proposal is on how to improve the acceptance of generic medicines. While positive perceptions of generic medicines is critical for acceptance, very little research has been done on how to effectively change attitudes towards generic medicines or to look at how the presentation of generic medicines can be improved. We propose two studies to look at the issue of improving acceptability and response to generic medicine. The first study evaluates whether highlighting the mechanism of action in branded and generic medicines medications being identical is an effective way of improving perceptions and response to generics. The second study examines whether generic medication can be branding more effectively and investigates whether improving generic packaging can improve the effectiveness and reduce the side effects of generic medication. The results of the proposed research may provide practical strategies that can be used to improve acceptance of generic medicines.