The Effectiveness of an Intervention in Changing Perceptions and Efficacy of Generic Medicines

Abstract

Generic medicines are used routinely throughout the world, but are generally viewed by individuals as less safe, less effective and of lower quality compared to their equivalent branded medicines. Generic medicines provide a safe and economical medical treatment. However, if consumers are not provided with accurate information about generic medicines, it is unlikely that they will be widely used and accepted. This study aimed to investigate the effect of an educational intervention on perceptions and perceived efficacy of generic medicines. Seventy participants who experienced frequent headaches were randomised to receive an educational video about generic medicines or a control video. Participants then alternatively took branded and generic ibuprofen to treat their next two consecutive headaches. Changes in specific perceptions of generic medicines were measured, as well as pain relief, reported symptoms, and side effects experienced from the different types of medication. Analysis of the results showed that the intervention was effective in modifying and improving perceptions of generic medicines immediately after the intervention, with these effects maintained at the end of the study. Compared to the control group, participants in the intervention group reported significantly greater understanding of branded medicines (p < .05) and generic medicines (p < .05). Participants in the intervention group also reported a significantly greater preference for a generic medicine (compared to a branded medicine) to treat a serious illness (p < .05), and a significantly greater overall preference for generic medicines (p < .01) in comparison with the control group. In contrast with changes in perceptions of generic medicines, the data on drug efficacy and side effects showed a paradoxical response. Participants in the intervention group reported significantly less pain relief (p = .026) and more symptoms (p = .043) after taking generic ibuprofen compared with branded ibuprofen. The order in which the medication was taken had a significant effect on these results. Specifically, participants in the intervention group who took branded ibuprofen for their first headache experienced significantly less pain relief after taking the generic ibuprofen (p = .010). The results of the current study show that an educational intervention was effective in modifying and improving perceptions of generic medicines but produced paradoxical effects on drug efficacy and side effects. There are several possible theories that may explain these results. It is possible that participants had underlying negative views towards generic medicines that were reinforced after taking the branded ibuprofen and then switching to the generic ibuprofen. Familiarity or loyalty to the branded ibuprofen may also have played a role. Timing and the salience of the information contained in the intervention may also have had an effect. Another possibility is that the intervention heightened participants’ attention or sensitivity towards generic medicines. The findings of the current study indicate that, when considering the response to generic medicines, complex mechanisms are involved in the relationship between perceptions and drug efficacy. Further research is warranted in order to properly understand these mechanisms before effective interventions can be implemented in the general population.