The proportion of generic product prices in our database is growing, in line with the increasing penetration of generics into the UK market.

From a level of about 30%, observed when WaveData was established, generic lines now account for about half of the products in our database. This growth is destined to continue, in response to the combined factors of:

• constant economic pressure from the NHS to lower the UK’s overall drugs bill;

• incentives to GP’s to prescribe by INN ¹, i.e. generic rather than proprietary name;

• scale benefits resulting from:
• the globalisation of the generics manufacturing industry;
• the rapid development of the “Chindia” production axis (particularly with regard to the wholesale manufacture of API ²);
• the proliferation of Eastern European production facilities.

Many manufacturers and wholesalers use the WaveData database to monitor the appearance of new generic competitors to proprietary brands, and the consequent impact to market prices.

Other users like to make direct comparison of prices being offered for the same product by different generic manufacturing companies. Many sales professionals employ this useful tool prior to canvassing potential buyers; conversely, the prices in our database allow purchasing departments to keep fully abreast of market opportunities and maintain competitive advantage.