Counter Detailing: Advancing the Generic Drug Movement

Given the tremendous savings that generic drugs provide their patients, you would think doctors would know to turn to generics, but that is not always the case. To help educate them, some health care companies are turning to what is called counter detailing. Kathleen Jaeger, president and CEO of the Generic Pharmaceutical Association tells the Chicago Tribune's Bruce Japsen about counter detailing efforts by the generic drug industry, health plans and others as a way to spur more interest in cheaper medications.