Usually it is big pharma giving financial incentives to doctors to sway what type of medication they prescribe, but now big pharma has found itself in our shoes and doesn’t seem to like it to much.

The UK government has been financially encouraging doctors to switch patients onto cheaper generic drugs. The UK pharma industry's trade body claims the arrangement is illegal under European law, because it effectively pays doctors to prescribe particular medicines, without proper regard to individual patients' health.

Not only has it been putting money back into the pockets of the citizens, it has also saved their National Health Service millions. The DoH said, “We are talking here about achieving best value for money for the taxpayer and are backed by authoritative guidance from the National Institute for Health

and Clinical Excellence. Cost-effective prescribing releases resources for more patients to receive treatment.”

Big pharma has claimed that claims patient safety could be compromised, and said, “ It is important that individual patients are not neglected in a drive to save money. We don't think it's right that doctors' prescribing decisions are based on how much money they get.”

Its funny how whenever someone related to the drug industry gets the shaft, they always play the safety card. The reason Americans aren’t allowed to import cheaper meds from Canada isn’t to protect big pharma’s profits, it’s because of safety. I don’t see how safety could be an issue with generics because they have to be an exact copy of their brand name counterpart.

I like to see big pharma on the receiving end of the raw deal.