Generics Yes! A Smart Choice

Categories: Change Incentives to Promote Better Care

Premera Blue Cross Blue Shield of Alaska created the Generics Yes! A Smart Choice program to raise awareness of the safety, efficacy and affordability of generic drugs.  The multi-faceted educational campaign uses colorful and informative brochures, posters and mailings to inform consumers of their prescription drug options.  In 2007, 63 percent of Premera’s prescription drug orders were filled with generics, compared with 60 percent for Medco, the Plan’s pharmacy benefits manager.