generic penetration rate

generic penetration rate

in pharmaceutical marketing, the degree of replacement of the brand name with the generic product.
Farlex Partner Medical Dictionary © Farlex 2012
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He went on to note that gross margin has continued to build in the pharmacy department, thanks to an increased generic penetration rate and purchasing productivity.
"The pharmacy department margin improvement comes from an increase in generic penetration rate and purchasing productivity."
Generic penetration rates were consistently reported at between 40 and 44 percent throughout the 1990s for the population at large (Kaiser Family Foundation 2001).
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