Are your employees helping to contain healthcare costs?
Confronted with increasing pharmaceutical costs and rapidly rising health insurance premiums, insurers are turning to creative approaches to better control costs. Convincing customers to purchase generic drugs instead of more expensive brand-name products is a top priority. In the face of billion-dollar marketing campaigns by pharmaceutical manufacturers, the use of generic drugs is decreasing in many states.
In Michigan, Blue Cross Blue Shield sponsored and produced a $1 million advertising campaign for the pharmacy that realized the most success in convincing customers to switch to generic drugs, according to an article in Marketing Health Services.