Branded vs. Generic drugs: the role of self-perceived seriousness of disease

Purpose -This study aims at exploring the role of perceived disease seriousness in consumers' preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products. Design/methodology/approach - An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers' hands Findings-Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers' intention to buy generic drugs is higher in the case of diseases perceived as less serious, while the intention to buy branded drugs is higher in the case of disease perceived as more serious. Originality/value - This study contributes to marketing research and practice by proposing that consumers' perceived seriousness of their disease should be considered as a further factor in identifying new marketing strategies in those contexts in which the choice between branded or generic drugs is free.