OTC focus
Generic cough, cold and sinus medicines: A force to be reckoned with? By Dr Lynne Emmerton
This month’s article investigates purchasing behaviour surrounding generic medicines. The products of interest were ‘own brand’ cough, cold and sinus medicines specific to a pharmacy banner group, such as Amcal, Terry White or Chemmart, or those otherwise labelled as generic or pharmacy-brand medicines, e.g. Chemists’ Own. Off-patent versions of proprietary medicines marketed under a specific trade name were considered ‘branded’, and grouped with other proprietary cough, cold and sinus medicines for comparison. Medicines for sore throats, hay fever, allergy and asthma were excluded due to low numbers of generic medicines sold. In total, 132 ‘own brand’ and 575 ‘branded’ cough, cold and sinus medicines (Table 1) were compared. It is recognised that not all Australian pharmacy banner groups were represented, although some interesting trends were found that could be investigated further. Similarities between the purchases of ‘own brand’ and ‘branded’ medicines were few. There was no significant difference in the proportion of repeat purchases (62% combined). This might indicate growing acceptance and loyalty towards the generic sector. The other similarity was the average age of the user when the medicine was bought for another person. Purchasers of ‘own brand’ medicines were, on average, younger than purchasers of ‘branded’ medicines (39 versus 43 years, respectively), despite similar age ranges. Although most of the ‘own brand’ purchases were still made by females, there was a significant trend for males to purchase ‘own brand’ medicines (43% were purchased by males) over ‘branded’ medicines (31%). Secondly, ‘own brand’ medicines were more likely to have been bought for self-use (69%) than ‘branded’ medicines (57%). These two findings might be related, as overall, males were significantly more likely than females to purchase medicines for self-use. At this stage, it is unknown whether males were less fussy with medicine brands than females, or whether customers buying medicines on behalf of other people (largely females) felt less empowered to switch to generic alternatives. In less than half of the purchases of ‘own brand’ medicines (44%), the customer had entered the pharmacy with a particular brand in mind, compared to 60% of the ‘branded’ medicine purchases. However, if a customer has a positive experience with the generic alternative, the proportion of intended (and repeat) purchases of that version may increase.
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The Non-Prescription Medicine Purchasing Behaviour Study This series of articles reports key findings from a survey that documented the ‘who’, ‘what’, ‘why’ and ‘how’ of 3,470 medicine purchases from 15 pharmacies in South-East Queensland during five days in August 2006. A researcher stationed in each pharmacy interviewed all available customers following their purchase, and supplemented non-responses with observational data and recall by the salesperson. The medicines included were all Schedule 3, Schedule 2 and unscheduled medicines including nutritional supplements. The pharmacies represented a range of sizes and locations, eight belonging to a banner group and four classified as ‘discount’ pharmacies. The findings are reported here for the interest of pharmacists, professional organisations and product marketers. When customers did enter the pharmacy with a particular brand in mind, 28% of those who bought an ‘own brand’ medicine had not intended to buy that brand. Only 11% of the ‘branded’ medicines bought had been brand-substituted during the sale. Together with the above finding, it appears that customers who bought ‘own brand’ medicines were less likely to have pre-contemplated buying a particular generic medicine, and more likely to have undergone a switch to that product in the pharmacy, than those who bought ‘branded’ medicines. Whether the switch was initiated by a staff member or the customer is unknown, but from my July article (page 596), suggestions by staff members comprised 42% of
Table 1. ‘Branded’ and ‘Own Brand’ Medicines Analysed Branded Medicine
Count
Own Brand
Count
Codral®
122
Chemists’ Own®
106
Dimetapp®
69
Amcal®
8
Demazin®
46
Terry White®
5
Sudafed®
33
Pharmacist®
6
Duro-tuss®
32
Soul Pattinson®
4
Robitussin®
32
Chemmart®
3
Other brands
241
Total
575
Total
132 Volume 27 | Number 11 | November 2008
OTC focus reasons for all in-store substitutions, compared to selection of a cheaper alternative (31%). Further, consultation with or by a staff member was observed in 94% of these ‘own brand’ medicine sales, compared to 90% of the ‘branded’ medicine sales, indicating a higher incidence of discussion during the selection of ‘own brand’ medicines. As expected, ‘own brand’ medicines, on average, resulted in cheaper sales than ‘branded’ medicines ($11.92, ranging from $6.95 to $18.95, versus $13.91, ranging from $2.10 to $41.85). If a customer is pleased with the savings from a cheaper brand, provided the overall experience with the product is positive, there is likely to be wider acceptance and recognition of ‘own brand’ medicines over time, and potentially an increase in the proportion of repeat purchases. Further research could investigate customers’ satisfaction with generic medicines, and monitor market growth of this sector with respect to purchasing behaviour. Dr Lynne Emmerton is a Senior Lecturer in the School of Pharmacy, The University of Queensland. Her research interests focus on quality use of medicines, surveillance of medicine use and pharmacy services.
A A C P
AUSTRALIAN ASSOCIATION OF CONSULTANT PHARMACY
Expressions of Interest for the position of Practising Pharmacist, AACP National Advisory Group membership (2009-2010) The Board of the Australian Association of Consultant Pharmacy is calling for expressions of interest from practising, experienced pharmacists, who have an interest in and are supportive of, remunerated professional services such as Medication Management Reviews (MMRs) and the Diabetes Medication Assistance Service (DMAS) for membership of the 2009-2010 National Advisory Group (NAG). The NAG is responsible for reviewing the adequacy and appropriateness of the current accreditation systems and making recommendations for the refinement and improvement of those systems. The Group is also responsible for developing and overseeing the assessment programs, and identifying, implementing and evaluating appropriate education, information and support programs for accredited pharmacists. The Board relies on the NAG for advice regarding the new developments and trends which may impact on accreditation and credentialing, including other new professional services or aspects of pharmacy practice. NAG members receive remuneration including travel and accommodation expenses, and sitting fees. The NAG meets at least three times each year, either face-to-face or by teleconference. Applications for the position close on Friday, 14 November 2008. For more information or to submit an application, please contact the AACP Office Manager, Regina Murphy on (02) 6120 2803 or
[email protected]
Have it all... work and travel...
Come and explore New Zealand while earning enough of an income to fund your travels! The West Coast DHB offers a supportive environment with competitive remuneration, flexible working hours and opportunity for internal and external training. Working and living on “the Coast” offers a unique lifestyle and varied career options. The spectacular native forests, mountain rivers, lakes and seacoast offer outstanding recreational opportunities such as fishing, skiing, tramping, kayaking and mountain biking.
Community/Hospital Pharmacist 40 weeks per annum - Fixed Term 12 months commencing March 2009 This is a unique opportunity for aspiring travellers out there who would love to explore New Zealand but like the sound of a steady income and gaining some useful experience within a community and hospital pharmacy setting. Yes that’s right, we’ll spread your salary out throughout the year so you won’t need to worry about budgeting your travel money! You’ll also be told in advance the planned time off so your travel arrangements are even easier! When you’re not working you’ll have one of NZ’s most beautiful regions on your doorstep as your playground! We have an impressive 600 kilometres of unspoilt coastline and yet surprisingly we are still only a few hours drive or a half hour flight away from Christchurch – the South Island’s largest city. We’re a friendly bunch and you’ll find that the locals will be only too happy to welcome you to your new home and to show off their spectacular backyard. You’ll be working with our team in the Pharmacy Department at Grey Base Hospital and with various community pharmacies on the Coast. Grey Hospital Pharmacy and the community pharmacies provides a Pharmacy Service to West Coast District Health Board institutions throughout the West Coast and various clients from Karamea to Haast. You’ll need to be registered with the Pharmacy Council of New Zealand and hold an annual practicing certificate in Standards 1 – 7 (both sterile and non-sterile compounding) or be eligible for the 4 week intern programme. We are looking for someone with self motivation and enthusiasm to complement our team. Preferably you will have had experience in both community and hospital settings, however training will be provided. Due to the changing work environments, flexibility is a must! TE POARI HAUORA A ROHE O TAI POUTINI
To apply, please send application inclusive of application form (available through our website on the vacancies page) to: Anita Roney, West Coast District Health Board, PO Box 387, Greymouth. Ph: +64 3 768 0499 extn 2754 Fax: +64 3 768 2791. Email:
[email protected] www.westcoastdhb.org.nz Volume 27 | Number 11 | November 2008
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