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Medco's "Counterdetailers' Push Free Generics To Battle Brands Merck unit's message to physicians: Prescribe the cheaper alternative.(A)(TRENDS & INNOVATIONS)
Byline: GLORIA LAU
Dr. Kenneth Goodman is a busy man. The family doctor sees more than 35 patients a day in a private practice in Cleveland.
So when drug companies' sales reps visit him with free samples of pricey brand-name medicines and free lunches, he refuses to see them. He's not rude, just busy.
Goodman, 39, has stuck to this rule for a decade -- as long as he's been in practice.
But last year he made an exception. He carved out time to meet with a rep from Medco, Merck & Co.'s pharmacy benefits unit. Medco's rep, unlike the others, is a trained pharmacist. Goodman doesn't get a free lunch, or a sales pitch. Instead, he learns about the clinical data behind common, but costly, brand-name drugs.
He also learns about something more valuable: generic drugs that do the same job. The Medco rep leaves behind forms for Goodman and others to order free generics.
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