There’s no question that big pharm has it out for generics, and that it spends gazillions of dollars each year convincing everyone not to prescribe them. So who’s going to stick up for the underdog? MSNBC reports on a new initiative that aims to lower the costs of prescription-aid programs by convincing doctors to use more generics. A handful of states have already deployed “unsales” reps to visit doctors and present data showing that generics are just as effective as brand names for a wide range of conditions but cost substantially less.

Although initial results suggest such visits are effective, the states are not likely to win the war, at least not with this approach. As the article points out, big pharm spends $7 billion each year on marketing and employs 90,000 salespeople — roughly one for every five doctors. Vermont, in contrast, is spending only $50,000 on this effort and has just two “unsales” reps.

There is one thing, however, an “unsales” rep can offer that is even better than a free lunch — free CME credits, just for listening to their presentation. So, in the unlikely event that you meet one around the hospital, it’s probably worth it to hear them out.