Generics are Real Campaign:

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Generics are Real Campaign Win-Win Education
and Partnership Opportunities
A nonprofit independent licensee of the BlueCross
BlueShield Association
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Defining Our Opportunities

• Our Goals
• Address communication gap between patients and
  their physicians and pharmacists
• Increase adherence to prescription treatments for
  which cost may be a barrier
• Take advantage of brand patent expirations,
  opening the door to generics
• Demonstrate a savings to our community

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Opportunity THE conversation
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Opportunity Improving adherence - persistency
Growing evidence shows that the cost of drugs may
be adversely impacting adherence to treatment

• 10 - 30 of people will stop/delay medication or
  skip doses because of the cost of drugs or the
  current state of our economy
• Jan 09 NY Times, Jan 23, 2009
• Evaluations now show
• Greater medication adherence can reduce
  hospitalization costs by 20-30 (diabetes and
  cardiovascular disease)
• Lower medication copayment (i.e. generic) 20
  increase in medication use
• Reduction in medication cost by 20 per month
  15 increase in medication adherence

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Opportunity Loss of brand patents
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Opportunity Community savings

• Establishing a win-win-win scenario
• For every 1 additional prescription per 100 that
  is filled with a generic in our community
• 82 million in annual cost savings
• Greater chance of therapy persistence
• The winners
• Employers
• Workers
• Taxpayers

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Education, Education, Education
The common denominator Education Encourage
one simple and familiar message
Ask your doctor or pharmacist if a generic drug
option is right for you.
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Our Engagement Approach
IncreasingGeneric Drug Use
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Community Engagement

• Fact sheets
• Health fairs
• Community fun events
• Ball games
• Marathons
• Advertising
• TV
• Radio
• Newspapers

• Press conferences
• Call-in radio shows
• Web enhancements
• Partnerships
• Pharmacies
• Hospitals
• Physician Groups
• Business Coalitions

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Ads with Simple Messages
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Posters
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Physician Engagement

• Tools/Information/Support
• Generic Tool Kits (Generic Option Charts,
  Brochures, Prescribing Tip Sheets, Generic Trial
  Materials, etc.)
• Clinical Information Key Drug Categories /
  Opportunities
• Office Visits / Consultation
• Prescribing Profile and Drill Down Tools
• Physician Training, Educational Programs

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Physicians are responding well
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Upstate New York results
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Results Increased generic fill rates (2005-2008)
Since 2005 720 million in community savings
16.3
15.8
16.4
12.7
16.2
GFR percentage point increase 2005-2008
Comparing October GFR in each year
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Employer Member Partnership
Our innovative partner