Generic supplier gets in the celebrity marketing game

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Celebrities signing on as spokespeople for branded pharmaceuticals is nothing new, but now a generic drug supplier is getting in the game.

Genmed Holding Corp has hired actor Eric Roberts to talk up Genmed and its “work to bring the most basic of generic medications to well over 6 billion people worldwide who currently do not have access to the most basic of drugs,” according to a company release. Roberts, best known for his roles in Pope of Greenwich Village and Runaway Train, for which he was nominated for an Oscar, sang Genmed's praises on Access Hollywood Live yesterday morning and will appear in the firm's as-yet unspecified 2011 marketing campaigns and video news releases.

Genmed distributes 69 FDA-approved generics in non-EU countries and hopes to register, distribute and market 17 of those products in 12 EU countries within three years. The US and Netherlands-based company says current sales volume for its target markets, including the EU and developing markets, is around 9.4 billion Euros.

Roberts, also known as Julia Roberts' older brother, presumably will not be talking up medical marijuana, having recently kicked the evil weed on Dr. Drew's VH1 show Celebrity Rehab.

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