Blue Cross Blue Shield of Michigan To Cover Beneficiaries’ Copayments for Generic Drugs

To encourage Blue Cross Blue Shield of Michigan beneficiaries to switch from brand-name medications to generic ones, the health plan has begun mailing enrollees coupons that cover the cost of copayments for the generic equivalents of the health plan's 25 most prescribed brand-name drugs, the Detroit Free Press reports. Between Jan. 1 and June 30, beneficiaries are permitted to "skip" one copayment -- which average $10 to $15 per generic medication -- if they switch from a brand-name to generic medication (Detroit Free Press, 12/19). About 7,000 beneficiaries will receive a coupon (USA Today, 12/19). Although the coupons only cover copayments for one supply of a generic prescription, the program is intended to promote long-term use of generic medications. The program, also designed to "increase consumer awareness" about generic drugs, is part of a larger campaign that began in August. The initiative is geared toward consumers and care providers, as well as toward promoting competition among pharmacies to increase generic drug use. Marianne Udow, Blue Cross Blue Shield of Michigan senior vice president of Health Care Products and Provider Services, said the program "should help demonstrate that generics are quality prescription drugs that are as safe and effective as brand names, just not advertised. The pilot could also result in significant savings for consumers and purchasers of health benefits, thus making health care more affordable for more of our citizens" (Blue Cross Blue Shield of Michigan release, 12/17).