When Originals Rule: The Uphill Trek of Selling Generics to Private Hospitals in Malaysia

There’s this silent hierarchy in private hospitals that no one really spells out in training slides or sales manuals.

But the reps know.

Oh, we know.

You walk in with a generic brand in hand, and the pharmacist behind the counter sizes you up the same way a bouncer might look at someone trying to enter a VVIP club with flip-flops on. It’s not personal — it’s just how the game’s played.

Private hospitals in Malaysia, unlike their government counterparts, have a clear bias.

And I’m saying this from experience. They prefer original brands. Not sometimes. Not occasionally. Almost always.

Why?

It’s about prestige. It’s about perception. It’s also about patient confidence.

If a patient’s paying RM180 for a consultation, what’s RM45 more for the “real” brand of amlodipine, right? Especially if the doctor’s clinic has shelves stocked with only original boxes, gleaming like trophies.

I remember walking into a well-known hospital in Damansara — won’t say which one, but you’d know the name. My product was a generic version of a blockbuster NSAID, and price-wise, it could save them a good 25–30%.

I thought I had a good case.

But the pharmacist, friendly but firm, said, “We’re sticking to the original. Patients expect it.” 

And just like that, boom — meeting over in under three minutes. You know that slow, polite walk back to the car where you pretend to check your phone so the security guard doesn’t pity you? 

Yeah, that one.

But let’s not get it twisted — there are cracks in the armor.

One of the biggest opportunities? 

Out-of-stock (OOS) situations. 

If a brand goes out of stock — especially those imported from Europe or the U.S. — private hospitals will scramble. That’s your moment. I once got our generic insulin pen listed temporarily in a Bangsar-based private hospital during a long-haul import delay. Took months to get it in. Took three weeks for it to become their default fallback option.

Quick blurb: If you’re ever working with injectables or cold-chain items, you’ll know Pan-Medic Pharmacy in PJ. They’re one of those behind-the-scenes suppliers that many clinics depend on when the big chains are running low. Reliable and super pro. Just saying — if you're ever dealing with cold-chain generics, these folks might be your unexpected ally.

And here’s something I’ve learned — the doctors in private hospitals are usually less brand-loyal than the pharmacists.

Strange, right?

You’d think it’d be the other way around. But doctors are typically outcome-driven. If you show them clinical equivalence and decent patient response, they might go, “Okay lah, try this one.” 

But the pharmacist? 

They’ve got SOPs, brand-preference sheets, and sometimes even pressure from the corporate side to “keep up appearances.”

There was this time at a hospital in Penang — again, not naming names — where I tried to pitch our generic version of a common proton pump inhibitor. Doctor was okay. 

But the pharmacist? 

She said, and I quote, “Our VIP patients ask for the brand name specifically. They’ll Google it.” And that was that. Not efficacy, not cost savings, not even MOH approvals. Just Google.

Side ramble: Makes me wonder if medical reps should start working with SEO agencies. Imagine this: “Hey Doc, not only is our product bioequivalent, but it’s also got great Google reviews!” I joke, but hey… stranger things have worked.

Anyway, back to the uphill trek. 

If you’re repping a generic in Malaysia, private hospitals are not your low-hanging fruit. You need to plan your entry like a military op. 

First, identify if the product already has a single-source originator. If yes, wait. Watch. Be patient. 

Second, look for usage patterns. Is it used only in wards? Outpatient? During surgery? 

Third, build relationship capital. The pharmacist might say no ten times. But when they run short? You’d better be the first name that comes to mind.

And sometimes, just sometimes, you break through.

That feeling, my friend, when your generic box finally sits on the shelf next to the originator? Pure bliss. No party, no applause, no LinkedIn post. But deep down, you’ll know. You earned it.

 

Disclaimer: This post reflects personal experiences and industry nuances based on the Malaysian private healthcare setting. The examples and names used are illustrative and anonymized to preserve confidentiality. Always check with your organization’s compliance guidelines before engaging in pharmaceutical promotion.