Pharmacy stockists constantly balance margin, availability, and prescriber preference. Generic (branded generic) lines often offer better trade margins, while established branded molecules drive repeat demand.
Generic lines
- Competitive pricing and promotional schemes from manufacturers
- Useful for chronic therapy categories where doctors accept alternatives
- Requires strong substitution counselling at retail counter
Branded lines
- Higher brand loyalty and predictable movement in key SKUs
- Often supported by medical representative coverage
- Lower margin per strip but stable turnover
A practical assortment strategy: anchor inventory with fast-moving branded molecules, and fill gaps with quality generic options in high-volume therapies. Use your B2B portal to compare multiple sellers for the same composition before locking quarterly purchases.