When consumers believe two products to be exact replicas of one another, it makes sense for them to choose the less expensive option. This theory applies to the pharmaceutical world as well — people purchase significantly more generic drugs than their brand-name counterparts. But few actually know what they»re receiving when they choose the less costly option — or understand why brand names upcharge for their products. In this article, Kenneth Ribotsky sheds light on the differences between generic and name-brand prescriptions and provides steps that pharma companies can take to attract consumers.

Read more at: http://healthworkscollective.com/kenneth-ribots…

Ken is a great deal more than just the president of a medical communications company. He is something of a hybrid. He’s part marketing manager, part creative director, and part copywriter. To the chagrin of his peers—but to the delight of his clients—Ken is a consummate perfectionist. As a former creative director for a high-end consumer agency, he challenged his creative teams to go beyond the mundane to produce work with real creative impact, something he’s just as fervent about today. From producing and directing TV commercials, to launching DTC and Rx-to-OTC switches, Ken brings his clients a world of experience in OTC pharmaceuticals as well as business, lifestyle, and high-end consumer products and services. Whether huddled with clients behind a mirror in a market research center in Houston, facilitating a strategic workshop in Madrid, or developing a global campaign either in the New Jersey or California office, Ken is always fully engaged, bringing “bestness” to all areas of his hectic but full life.