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With Video Testimonial Campaign, Generics Industry Aims To Not Be Taken ‘4GRxANTED’

 
• By Nielsen Hobbs

AAM hopes everyday voices – and Mark Cuban’s – will help policymakers appreciate the contributions that generic drugs make to the healthcare system. ‘We need to create an emotional connection,’ a campaign designer said.

4GRxANTED website
AAM's social media campaign offers to donate medicines if people reflect on what they take for granted. • Source: Screenshot

The generics industry has a big problem: companies are providing drugs cheaper than ever, thanks in part to the limited number of wholesalers that distribute their products. But consumers are not seeing as much of those savings, mainly due to a shift in approach by pharmacy benefit managers toward formularies that value product rebates instead of the cost of the pills.

PBMs and other middleman “took $20bn out from our industry over the last six, seven years,” Amneal Pharmaceuticals, Inc

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