Mr. John Hennessy:

I would say that it is a reasonably complex issue, one that has been tackled by the medicines management programme in the form of regular contact with GPs and the use of technology to remind GPs of the alternatives available through a pop-up message when prescribing, particularly to point out lower cost products that have a similar effect. Significant measures have been introduced. The degree to which prescribing patterns are influenced is arguable.