Identifying Messages to PROmote Value & Education of (IMPROVE) Generic Prescribing
PI: Vineet Arora, Department of Medicine (General Internal Medicine)
Dates: 9/1/2015 - 8/31/2018
Description: Understanding prescriber barriers and facilitators to prescribing generic drugs is critical to improving ‘generic efficiency’ for a particular class of drugs, or the percentage of drugs in a class prescribed that are generic. Unfortunately, many clinicians may hold negative perceptions about generic medications. More than one-quarter of physicians in one survey would NOT use generics as first-line medications for themselves or for their family. Currently, pharmaceutical representatives are the most common information source about market availability of generic medications. This underscores the need for developing and testing powerful evidence based messages that can counteract existing marketing strategies that promote prescribing costlier brand name drugs. While educational interventions to improve generic prescribing have been attempted none are based on principles of adult learning theory or use stakeholder input to inform the messaging and learning strategy to achieve practice change. Our goal is to develop messaging and interventions to promote generic prescribing of antidepressants, oral contraceptives, and cholesterol lowering agents for busy time-crunched primary care clinicians, specifically nurse practitioners (NPs) and primary care physicians (PCPs).