Bad Medical News Causes Patients to Choose Brand Name Drugs over Generics, Costing Billions
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Medical patients who receive bad news often spend more money on brand name drugs rather than their much cheaper generic counterparts. Read an in-depth recap of this research here: https://www.ama.org/2023/04/18/bad-medical-news-causes-patients-to-choose-brand-name-drugs-over-generics-costing-billions/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231158360 Reference: Manuel Hermosilla and Andrew T. Ching, “Does Bad Medical News Reduce Preferences for Generic Drugs?” Journal of Marketing. Narrator: Saira Salyani Acknowledgments: Aman Soni Topics: health care, public policy, behavioral marketing, generic drugs, brand name drugs