Understanding Iranian patients’ knowledge, attitude, and practice on branded generic medicines: Insights from a consumer survey

Introduction Rising healthcare costs, driven by demographic changes, advancements in medical technology, and growing pharmaceutical development expenses, emphasize the need for affordable medications, particularly in emerging economies like Iran. Generic and branded generic alternatives aim to improve accessibility and affordability due to their lower prices compared to original brands. Policymakers, producers, and service providers argue over the benefits and constraints of each, but little is known about consumers’ perspectives, which are ultimately the decision-makers. Aim This study aimed to compare customers’ perspectives towards branded-generic medicines and to identify major variables determining their acceptability. Method In 2023, a descriptive-analytical cross-sectional survey was conducted on 390 consumers in Tehran, Iran. Online data collection was performed by a valid questionnaire, evaluating knowledge, perception, and practices. Averages of indices in these areas were analyzed and correlated with socio-demographic and background variables. Results Findings indicated that respondents’ knowledge about branded generic drugs was average. However, 70% of them had average to high acceptance of branded generics over generics and original brands, meaning that their drug choice processes were high. Chronic illness, working in the healthcare industry, exposure to adverse drug reactions, negative substitute experiences, and insurance coverage were notable variables which induced positive attitudes and behaviors. Interestingly, acceptance was inversely associated with greater awareness of branded generics. Conclusion Customers gave more importance to branded generics than original brands and generics even though they were less aware and perceived. This preference indicates that branded generics are more appealing and trustworthy, especially for elderly patients who form a vast majority of the user base. Branded generic marketing will bring about greater patient preference from a marketing point of view, but making patients more aware of generics can result in using cheaper alternatives instead of brand-name generics, and this will be to the advantage of the healthcare system.