Generic: The Unbranding of Modern Medicine

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Product Details

Johns Hopkins University Press
Publish Date
6.15 X 9.36 X 1.1 inches | 0.01 pounds
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About the Author

Jeremy A. Greene is a professor of medicine and the history of medicine and the Elizabeth Treide and A. McGehee Harvey Chair in the History of Medicine at Johns Hopkins University School of Medicine. He is the author of Prescribing by Numbers: Drugs and the Definition of Disease and the coeditor of Prescribed: Writing, Filling, Using, and Abusing the Prescription in Modern America.


"Greene's brilliant book is the first full-length monograph to trace the history of how Americans think about generics, and it is going to be the key reference for many years to come."


"An excellent and recommended history of how the generic drug market came to be."

--Library Journal

"Fascinating and thought-provoking."

--History Wire: Where the Past Comes Alive

"Dr. Greene's gripping and eye-opening accounts of the scientific, social, and political debates that happened along the way keep the reader hooked and engaged... [He] is both scholar and storyteller, interspersing fascinating historical narratives with complex scientific discussion."

--P&T Community

"Greene should be congratulated for bringing this subject to life--with a mix of anecdote, scholarship, and elegant prose."


"As Jeremy Greene lays out in his excellent book, the story of the generic drug industry is is far more complicated--and far more interesting than most of us might guess... [Greene] provides readers with a useful framework for understanding how we got to where we are and how we might apply the lessons of the past to the challenges we face today."

--Health Affairs

"Greene turns the concept of generic as 'ho-hum' on its head with this jam-packed survey of the effects culture, medicine, and politics have exerted on today's ubiquitous generic drugs for the last 50 years."

--Publishers Weekly

"Jeremy Greene's Generic: The Unbranding of Modern Medicine fascinates because the very meaning of the key term 'generic' is so unstable. Every time the reader thinks they have a handle on its dimensions, another four open up."

--Joseph Dumit "Somatosphere "

"Greene's book is a dizzying historical-political-social-cultural account of the forms generic drugs have taken over past several decades."


"Generic: The Unbranding of Modern Medicine comes from a physician and historian who offers a history of not just the development of generic drugs, but how they differ from the original. Within his examination are important insights on how drugs are made, what parts of a pill really matter, issues of therapeutic similarity and difference, and more. It's a wide-ranging history that embraces ethical, scientific, health, and economic issues and it provides insights on the history of generic drugs in America and the problems associated with scientific and medical changes in the public eye. The result is a survey that belongs in any health collection and many a general-interest holding."

--The Midwest Book Review

"This fine, stimulating, and entertaining book offers much food for thought."

--Nicolas Rasmussen "Journal of the History of Medicine and Allied Sciences "

"Well written and informative... bring[s] to life a tangled web of competing interests."

--Phillip Broadwith "Chemistry World "

"A theoretical and empirical primer that explains the success and failure of generics and what it means to choose between generic and brand name drugs. Extensively researched and documented, Generic is the first book to chronicle the development of generics, and will probably be the key reference on the topic for some time... A book that should be read by anybody with a serious interest in contemporary healthcare."

--Debra Swoboda "Sociology of Health and Illness "

"The generic drug industry... has been glorified as the antidote to exorbitant drug prices, and vilified as the purveyor of poisonous (or at least less effective) counterfeit drugs. Yet in Generic, Jeremy Greene has a far more nuanced, and far more interested, tale to tell... Greene's vitally important book... explicitly asks us to consider how much the tensions concerning times and places examined in the book are the same as those we face today... or at least similar enough in ways that we should find relevant. The answer is, very much."

--Scott H. Podolsky "Studies in the History and Philosophy of Science "

"Physician/historian Greene provides a thoroughly researched discussion about generic products derived from innovative or brand-name drugs, focusing on their "social, political, and cultural history"... Greene ably argues for generic by providing inside details about the drug approval process."


"... Generic is an excellent example of how to intelligently construct a modern material history, grounded in the logics of the everyday."

--Medical Anthropology Quarterly

"... recommended reading for anyone interested in postwar developments in U.S. health care and for scholars and analysts of contemporary pharmaceutical politics."

--Bulletin of the History of Medicine

"Greene's book is a pioneering work. His study is particularly relevant for historians of medicine and health but will be of interest for readers from history and sociology of science, as well as other social scientists who specialize in drug regulation."


"A detailed, well-documented and engaging account... The audience for Generic is broad. Pharmacists who appreciate the history of our profession will enjoy learning about the events and actions that formed the current state of drug policy... Generic could serve as the basis for a revealing graduate seminar in the pharmacy social and administrative sciences. Finally, pharmacy and medical historians and sociologists including those without a health emphasis should find this book useful as generic drugs are used as a specific example of the interplay between science, the professions, industry, government, other regulators, and consumers in shaping contemporary health policy."

--Duane M. Kirking, PharmD, PhD, University of Michigan College of Pharmacy "Pharmacy in History "