AARP Developing Generic Pricing Guide In Next Phase Of Rx Campaign

AARP is considering placing a pricing guide for generic drugs in its magazines, Media Relations Director Marty Davis told the Healthcare Marketing & Communications meeting in New York Sept. 19.

"We are actually thinking about putting together a generic guide for the most common drugs for our members. It will be a tear-out out of our magazines that you literally can put in your purse or pocket," he said.

The "tear-out" guide may be the next step in the senior association's prescription drug advertising campaign, emphasizing cost-savings themes (¹ (Also see "AARP’s Mixed Messages? Rx Campaign Features Generics, Compliance" - Pink Sheet, 22 Apr, 2002.), p. 9).

Davis noted that AARP had difficulty airing the first TV ads as part of the campaign. "We had to change the ending twice....[The networks] alleged that we had some sort of advocacy position here."

"We were explaining we did not, but we also know they take brand name advertising. So we had to work very hard to get that on the air," Davis said.

AARP's $10 mil. "Wise Use" TV campaign is targeted to opinion leaders in Congress, Davis said. "If we don't bring the cost of prescription drugs down for everyone, not just our members, the challenge of getting a prescription drug bill through Congress is virtually nil," Davis said.

The ad advises consumers to "Take exactly as directed, but first call around and compare drug prices. Avoid paying too much for your prescriptions. Generics may work as well as brand names."

"Remember, no matter what an ad says about a drug, it may not be right for you. AARP reminds you to check up on your prescriptions."

Davis sought to downplay the notion that AARP is generally at odds with the Pharmaceutical Research & Manufacturers of America, noting that he previously worked at Pfizer.

"I don't feel there is a war, rivalry between us despite the lawsuits that we currently have," he said. AARP has filed briefs in support of drug programs in Maine and Michigan being challenged by PhRMA and is collaborating on generic competition cases (² (Also see "AARP Eyeing AWP Lawsuits After Joining Generic Competition Cases" - Pink Sheet, 3 Jun, 2002.), p. 19).