I just try to find the medication they can afford. Sometimes these companies (often to promote their product) will have samples. For an asthmatic who is being denied mediacation after medication from an insurance company, sometimes those samples could literally be a life changer until they qualify for something else. If the studies are sound for a companies drug then I may be more inclined to read the literature on that drug. That could bring bias. However, at the end of the day my main goal is to have a patient be compliant with a medical plan, not a specific drug if multiple options are available. Generic is fine with me for a majority of drugs.