To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy ...

Replacing the combination of brand-name, antiretroviral drugs currently recommended for control of HIV infection with soon-to-be-available generic medications could save the U.S. health care system ...

Though generic drugs represent more than 90% of dispensed prescriptions, generic drug manufacturers continue to face pressure from drug distributors, pharmacy benefit managers, and competitors. But ...

Implementing the Medicare $2 drug list model would have reduced out-of-pocket spending by 63% for Part D beneficiaries in 2021. The model caps cost-sharing at $2 for a 30-day supply of 101 generic ...

Some of our culture’s most influential advertising campaigns have come not from individual brands but from product categories. Since the 1950s, when tea and butter producers consolidated their ...