Selling Doctors on Cutting Drug Costs

Big pharmaceutical companies spend thousands of dollars every year persuading doctors to prescribe their products to patients. Doctors comply, often not realizing that a generic alternative exists or how much the name brand product is costing insurance companies and patients. The Capital District Physicians' Health Plan recruits big pharma drug representatives and hires them to educate doctors about the tactics used to sell them costly products and offer them the cheaper generic options instead. In the first year, these representatives saved patients 5 million dollars just by switching one drug to generic.

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