Published Paper Details:

This research investigates the comparative effectiveness of pharmaceutical marketing strategies for metformin in the antidiabetic drug market, particularly focusing on generic versus branding approaches. The study explores how factors such as cost-effectiveness, accessibility, and perceptions of quality and efficacy influence consumer preferences in choosing between generic and branded versions of metformin. Through a comprehensive literature review, various aspects are examined, including branding and generic strategies, dynamic brand choice processes, competition in pharmaceutical pricing, and safety and efficacy comparisons between generic and branded metformin. The research methodology involves conducting a survey among physicians, patients, and pharmacists in the Vidarbha region of India to gather insights into their preferences and perceptions regarding generic and branded metformin. The findings from the survey indicate a preference for branded medicine among physicians and patients, with concerns about the efficacy and safety of generics. However, there is a lack of awareness and misconceptions about generic medicines among the surveyed population. These findings underscore the need for increased awareness campaigns to promote the use of generic drugs, emphasizing their safety and efficacy to improve accessibility and affordability in healthcare.