Using Narrative to Explore Consumer Confusion with Generic Medicines

Liz Gill, Anu Helkkula, Nicola Cobelli, Lesley White

Research output: Book chapter/Published conference paperConference paperpeer-review

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The experiences of consumers and pharmacists regarding generic medicinesubstitution in Australia, Italy and Finland are explored using narrative and metaphor.Consumer confusion; suspicion; annoyance; and exasperation are identified, alongwith pharmacists' experiences of professional challenge and frustration in offeringconsumers generic substitutes. The study evidences that doctors, pharmacists, andconsumers are co-creators in a service network, but that co-operative behaviour isoften absent, resulting in confusion and potential disadvantage to the end user. Itsuggests that to reduce consumer confusion and increase the acceptance of genericsubstitution, co-operation and open dialogue involving all the participants of thisservice network is critical, along with specific strategies to address the confusion.
Original languageEnglish
Title of host publicationSustainable management and marketing
EditorsDewi Tojib
Place of PublicationAustralia
Number of pages8
ISBN (Electronic)1863081607
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia
Duration: 30 Nov 200902 Dec 2009


ConferenceAustralian and New Zealand Marketing Academy Conference


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