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'A Branded Drug Is Higher Quality - But At A Price' Say UK Vets

Author: Masius
Posted: Monday 31st October, 2011. 15:01:11

UK vets strongly prefer recommending branded treatments, according to a recent survey by specialist advertising agency Masius.

While branded treatments are clearly preferred over generics, vets recognise that higher prices can be an issue for clients. Price is justified mainly through a higher level of trust in the quality of the product (through extensive trialling). They also cite the added support in the event of client usage issues and the value that clients attach to brands. The cascade is a further factor, requiring the use of licensed drugs.

The survey received over 720 responses, giving a robust view of vets' opinions on branding, with 87% of respondents saying that they prefer to recommend a branded POM-V over a generic equivalent.

When it comes to supplements they are still in favour of brands, but less so - as the cascade is not a factor. On the issue of price differential, most respondent vets feel that a premium of 10-25% is justifiable for a brand over a generic.

Jonathan Posner, Business Director at Masius comments: "as well as the quantitative data, we also got some interesting qualitative comments as well. Looking at these, one can see a range of opinions - from the vets who value the easier client acceptance of brands, to those who feel that their professional care of the patient is paramount and that a generic should be used where it delivers the same benefit as a brand. Client ability to pay was also mentioned as a factor - a generic being more likely to lead to compliance for a client on a tight budget."

The fact that branded products come with better information and marketing support was agreed by the large majority (93%) of respondents.

Respondents also gave their qualitative views on the marketing collateral and advertising they receive from many brands - illustrating what works well for them in marketing communications and what works less well.

For more information contact Jonathan Posner at Masius on 0207 307 9170 or at jonathan.posner@masius.com.

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