Insurers: Price is right for generics | Chicago Tribune: "Now private insurers are taking a page out of the brand-name pharmaceutical industry's marketing playbook.They are showering consumers with free generic drug samples, waiving co-payments and marketing directly to consumers in doctors' offices, where brand-name drug salespeople are omnipresent. They are there to encourage the use of cheaper, generic prescription drugs."
Clever way of fighting fire with fire !
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