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Going generic has to be earned

Background

French people consume fewer generic medicines than Europeans, the market share being 47% in France compared with 58% in Europe. How to increase generic prescriptions in France by five points to generate €350 million in savings?

Insight

People think that generic medicines are less effective because they are cheaper.

Idea

Going generic has to be earned. It involves raising awareness on the approval process and the use of generic drugs, the aim being to establish generics as medicines in their own right.

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