CHARLESTON W.Va. -- With brand-name drug manufacturers spending millions on direct-to-consumer advertising in West Virginia every year, a Charleston consumer group has started an initiative to encourage the purchase of generic prescription medications.

The Mountain State Education and Research Foundation plans to work with community organizations, pharmacists and medical professionals to get the word out that generic drugs are safe, effective and can save consumers money.

"We're trying to keep the brand-name drug companies from monopolizing the market," said Gary Zuckett, the research foundation's director. "Some people think brand-name drugs are better, but if it's the same active ingredient and the same dosage, you can expect the same results and pay a whole lot less."

From July to December 2007, prescription drug makers spent more than $16 million on advertising in West Virginia, according to a report from the state Pharmaceutical Cost Management Council. The drug companies also distributed gifts, grants and other payments to doctors across the state, ranging in amounts from $50 to $52,000.

"We're trying to counteract the millions drug companies are spending in West Virginia every year," Zuckett said. "That's in addition to the dollars doled out to entice physicians to prescribe brand-name drugs."

Mountain State Education and Research, the educational arm of Citizens Action Group, received a $20,000 grant for the project.

A Boston-based health care advocacy group called Community Catalyst distributed grants to Zuckett's group and 10 other organizations throughout the nation. 

Zuckett said the generic drug education campaign will first target older adults in West Virginia, who rely on Medicare's Part D program to help pay for prescription drugs.

"It's important to get this information to seniors," he said. "If they would use generics instead of brand-name drugs, they could end up saving thousands of dollars in the Part D program."

The state Pharmaceutical Advocate's Office is supporting the initiative.

The National Association of Chain Drug Stores recently reported that the average retail cost of a generic drug was $34 while a brand-name medication's average cost was $119.

Last year, Forbes magazine ranked West Virginia as the most medicated state in the nation. West Virginians use the most retail prescription drugs per capita, the magazine found.

Reach Eric Eyre at erice...@wvgazette.com or 348-4869.

CHARLESTON W.Va. -- With brand-name drug manufacturers spending millions on direct-to-consumer advertising in West Virginia every year, a Charleston consumer group has started an initiative to encourage the purchase of generic prescription medications.

The Mountain State Education and Research Foundation plans to work with community organizations, pharmacists and medical professionals to get the word out that generic drugs are safe, effective and can save consumers money.

"We're trying to keep the brand-name drug companies from monopolizing the market," said Gary Zuckett, the research foundation's director. "Some people think brand-name drugs are better, but if it's the same active ingredient and the same dosage, you can expect the same results and pay a whole lot less."

From July to December 2007, prescription drug makers spent more than $16 million on advertising in West Virginia, according to a report from the state Pharmaceutical Cost Management Council. The drug companies also distributed gifts, grants and other payments to doctors across the state, ranging in amounts from $50 to $52,000.

"We're trying to counteract the millions drug companies are spending in West Virginia every year," Zuckett said. "That's in addition to the dollars doled out to entice physicians to prescribe brand-name drugs."

Mountain State Education and Research, the educational arm of Citizens Action Group, received a $20,000 grant for the project.

A Boston-based health care advocacy group called Community Catalyst distributed grants to Zuckett's group and 10 other organizations throughout the nation. 

Zuckett said the generic drug education campaign will first target older adults in West Virginia, who rely on Medicare's Part D program to help pay for prescription drugs.

"It's important to get this information to seniors," he said. "If they would use generics instead of brand-name drugs, they could end up saving thousands of dollars in the Part D program."

The state Pharmaceutical Advocate's Office is supporting the initiative.

The National Association of Chain Drug Stores recently reported that the average retail cost of a generic drug was $34 while a brand-name medication's average cost was $119.

Last year, Forbes magazine ranked West Virginia as the most medicated state in the nation. West Virginians use the most retail prescription drugs per capita, the magazine found.

Reach Eric Eyre at erice...@wvgazette.com or 348-4869.