New Coupons Aim to Keep People Off Generic Drugs

If brand-name prescription medicines cost you as little as generic pills, which would you choose? A few drugmakers are betting Americans will stick with the name they know.

They've begun offering U.S. patients coupons to reduce copayments on brand-name medicines and compete with new generic versions of the drugs. The medicines include staples in the American medicine cabinet — cholesterol fighter Lipitor, blood thinner Plavix, and blood pressure drug Diovan — along with drugs for depression and breast cancer.

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Source: The Wall Street Journal/Associated Press