Stuart Good
Stuart Good • Strategist
redo.002.jpeg

Generic Medicine • Creative Campaign

This is a live client project and is currently being implemented by VCU Health and their partners.

CHALLENGE

Get more people to choose generic prescriptions over the name-brand alternative. 

SITUATION

According to the FDA, the healthcare industry could have saved 63.6 billion dollars last year if every name brand prescription filled was a generic version.

When we started this project, we thought people avoided generics for fear they wouldn't work as well. Instead, we found that consumers are confident in their knowledge about generic medicine. They understand it is as an equal and effective substitute for name brand drugs. Patients also know that pharmaceutical companies over-charge for the name brand, so why don't they want to save the money?

THE PLAYERS

This disconnect exists because there are a lot of players involved in the decision, all with different mottos for generic. Pharmaceutical companies use all sorts of tactics to keep generic from patients (e.g., advertising, currying favor with doctors, and even chemically restructuring name-brand medications to extend patents and prevent them from generic release).  Doctors unknowingly perpetuate the problem with free name-brand samples. Once a patient starts taking those samples, they are much less likely to switch to generic down the road, even if the total cost difference is large. 

PROBLEM

No one is standing up for generic medicine. Everyone thinks it is someone else's decision.

OPPORTUNITY

Patients need to know it is their responsibility to ask their doctors about generic options. They are, after all, the ones who benefit from the switch. Patients and doctors share a sacred space away from the other influencers of this decision: the exam room. If we can change patient behavior in the exam room, we can increase the number of generic prescriptions filled. 

The patients have the power. How many times have we heard "have any questions?" from our doctors and said "nope, not today."


STRATEGY

Give generic more share of voice in the exam room. 

CREATIVE

Ask your doctor


1 • SOCIAL VIDEO



2 • DOCTOR'S OFFICE BROCHURE


Brochure_Mockup.jpg

3 • EXAM ROOM POSTERS



4 • SPOOF PHARMA SWAG


generic.002.jpeg

TEAM

I did this project with my friends Kelly Cabaniss (CW) and Alex McClelland (AD)

MY ROLE

  • Conducting qualitative and quantitative research
  • Articulating the core problem we need to solve
  • Writing and presenting creative brief
  • Project managing with a live client