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VOL. 11, ISSUE 4 (2025)
Role of pharmacists and doctors in promoting generic medicine usage: Evidence from Nagpur
Authors
Avinash Sahu, Dr. Ajit Shringarpure
Abstract
The rising cost of healthcare has necessitated
the promotion of affordable alternatives such as generic medicines. This study
explores the critical role of doctors and pharmacists in encouraging the use of
generic medicines in Nagpur, India. Through a mixed-methods approach involving
surveys and interviews with 120 healthcare professionals, the research assesses
their awareness, perceptions, and practices related to generic medicine
prescription and substitution. Key barriers identified include concerns about
quality, patient trust, and pharmaceutical company influence. The findings
reveal moderate awareness but limited proactive promotion of generics among
respondents. The study highlights the need for targeted sensitization programs,
regulatory strengthening, and public awareness campaigns to enhance generic
medicine adoption. This research fills a gap in localized evidence from Nagpur
and offers actionable recommendations for healthcare policy and practice aimed
at reducing medication costs while maintaining quality care.
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Pages:94-101
How to cite this article:
Avinash Sahu, Dr. Ajit Shringarpure "Role of pharmacists and doctors in promoting generic medicine usage: Evidence from Nagpur". International Journal of Commerce and Management Research, Vol 11, Issue 4, 2025, Pages 94-101
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