[smt88]

Many doctors' prescriptions default to the generic option. I think this is actually the law in many states: the patient gets the generic drug unless the doctor (or patient) specifically ask for the brand name.

The notification system you're describing would need access to doctors' records and/or pharmacy records, as well as patient contact info. That's absolutely red-hot information from a security standpoint. It's not cheap or easy to build a system to hold that information, let alone act on it by contacting patients.

It's a substantial technology problem, but it's doable. It's currently an insurmountable sales/education/legal problem.

(I know a lot about this area because some good friends of mine tried and failed to build a company based on the idea of getting brand-name Rx discounts into patients' hands.)

[lscore720]

This is really helpful, thanks for explaining!