Pharmaceutical Executive-09-10-2008

News Analysis
Pharmaceutical Executive

September 10, 2008

A new study finds that doctors are three times more likely to prescribe generics when they don’t have access to free samples of branded drugs.

News Analysis
Pharmaceutical Executive

September 10, 2008

Celebrity spokesperson Dr. Jarvik has been replaced with a Regular Joe in the latest Lipitor DTC spots. Will the switch make a difference?