NRP Desk
Lucknow : Despite being more affordable and equally effective, general medicine shave yet to become widely unaccepted among city residents. Many continue to rely on hie hee priced branded drugs, influenced by prescription ho bits, limited awareness and concerns about quality. Experts bellowed Improving awareness, encouraging generics and resolving pricing issues could make healthcare more affordable. Senior consultant at SPM Civil Hospital and president of the Lucknow Orthopedic Association, Dr GP Gupta, said branded medicines dominate the market because of strong promotional efforts “Medical representatives and area managers frequent ly visit doctors and chemists to push branded drugs and of fer samples in order to meet their sales targets,” he said. He added that around 90% of the pharmaceutical mar ket was driven by marketing.
