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Health Insurer Promotes Use of Generic Drugs

By Dylan Hall

Williamsville, NY – BlueCross-BlueShield of Western New York Tuesday launched an initiative to promote the use of generic drugs.

The "Go Generic - The Smart Choice" campaign will inform consumers, pharmacists and physicians of the effectiveness and safety of generic drugs. Donald Ingalls, vice president for marketing and government affairs, said using generics will stem the rising costs of medication.

"Actually, its a win-win for our consumers, our members, as well as the employers who pay 90 percent of the health care premiums on behalf of their employees," Ingalls said. "As people switch to generics there's significant cost savings. Those savings then don't have to be built into premium increases in the future.

According to the Food and Drug Administration, generic drugs undergo the same rigorous testing as name brand drugs.