Benjamin Liuson: The Visionary Owner of The Generics Pharmacy Who Made Healthcare Affordable

Introduction

Did you know that 93% of Filipinos prioritize affordability when buying medicine? That’s exactly why Benjamin Liuson, the owner of The Generics Pharmacy, built a healthcare empire that saves millions of Filipinos up to 80% on prescription drugs. In a country where brand-name medications often cost a day’s wage, Liuson’s vision of accessible healthcare through generic drugs transformed an entire industry.

Imagine walking into a pharmacy and leaving with a month’s supply of antibiotics for less than the price of a fast-food meal. That’s the reality Liuson created when he launched The Generics Pharmacy (TGP) in 2001. But his journey wasn’t just about business—it was a mission to democratize healthcare. Before TGP, only 3 out of 10 Filipinos could afford their prescribed medications. Today, thanks to Liuson’s relentless focus on affordability, that number has flipped.

In this deep dive, you’ll discover:

• How a former pharmaceutical executive became the owner of The Generics Pharmacy and challenged Big Pharma
• The life-changing impact of generic drugs on low-income families
• Expert insights on why TGP’s franchise model works (and how you could apply it)
• Little-known facts about Benjamin Liuson’s leadership style
• Actionable tips for entrepreneurs who want to make a social impact

By the end, you’ll understand why Liuson’s story isn’t just about business—it’s a blueprint for building companies that solve real problems while turning a profit. Let’s begin.

Table of Contents

1. Who Is Benjamin Liuson? The Man Behind The Generics Pharmacy
2. How Generic Drugs Disrupted Philippine Healthcare
3. The Generics Pharmacy’s Franchise Empire: By the Numbers
4. Pro Tip: 3 Business Lessons From the Owner of The Generics Pharmacy
5. Case Study: How One TGP Franchisee Quadrupled Their Revenue
6. Common Mistakes to Avoid When Selling Generic Drugs
7. Did You Know? 5 Surprising Facts About Generic Medications
8. Step-by-Step: How to Start a Successful Pharmacy Business
9. The Future of Affordable Healthcare in the Philippines
10. How You Can Support the Generic Drug Movement
11. FAQs About Benjamin Liuson and The Generics Pharmacy

Who Is Benjamin Liuson? The Man Behind The Generics Pharmacy

Before becoming the owner of The Generics Pharmacy, Benjamin Liuson was a seasoned executive in the pharmaceutical industry. With over two decades of experience at multinational companies like Pfizer and United Laboratories, he noticed a glaring gap: millions of Filipinos couldn’t afford life-saving medications. While brand-name drugs carried hefty price tags, their generic equivalents—with identical active ingredients—were often ignored due to misconceptions about quality.

Liuson’s “aha moment” came in the late 1990s when he met a mother who split a single antibiotic pill among her three sick children because she couldn’t afford more. “That’s when I realized healthcare wasn’t just about innovation—it was about access,” Liuson shared in a 2018 interview. In 2001, he bet everything on a radical idea: a pharmacy chain selling only generic drugs at 50-80% lower prices.

The early days were tough. Doctors hesitated to prescribe generics, and customers distrusted unfamiliar brands. But Liuson persisted, educating both medical professionals and consumers. His breakthrough came when TGP partnered with local governments to supply low-cost medicines to public health centers. By 2005, The Generics Pharmacy had grown from a single store to over 100 locations—all while maintaining profit margins through volume sales.

Key Takeaway: Liuson’s success wasn’t just about selling cheap pills. He built trust by proving that generic drugs undergo the same rigorous FDA testing as branded ones. Today, TGP fills over 1 million prescriptions monthly, a testament to his vision.

How Generic Drugs Disrupted Philippine Healthcare

When the owner of The Generics Pharmacy launched his first store, branded drugs dominated 87% of the market. Today, generics account for nearly 40% of all prescriptions—a shift that saved Filipinos an estimated ₱28 billion annually. Here’s how it happened:

The Science Behind Generics: Contrary to popular belief, generic drugs contain the same active ingredients as their branded counterparts. The only differences? Inactive fillers (like coloring) and the price. For example, a branded antibiotic might cost ₱150 per pill, while its generic version sells for ₱25—with identical efficacy.

TGP’s Education Campaign: Liuson’s team conducted free seminars for doctors, proving through clinical studies that generics work just as well. They also trained pharmacists to explain the cost savings to customers. One memorable campaign compared generic drugs to “original” vs. “class AAA” smartphones—same functionality, different branding.

Government Partnerships: The 2008 Universally Accessible Cheaper and Quality Medicines Act, which TGP heavily advocated for, allowed parallel importation of cheaper drugs. Liuson also worked with local governments to supply generics to barangay health centers, expanding access to rural areas.

Expert Insight: “TGP didn’t just sell drugs—they sold trust,” says Dr. Maria Santos, a public health specialist. “By positioning generics as smart choices rather than cheap alternatives, they changed consumer behavior permanently.”

FAQs About Benjamin Liuson and The Generics Pharmacy

1. How did Benjamin Liuson start The Generics Pharmacy?

After witnessing the struggles of low-income families to afford medications, Liuson mortgaged his home to open the first TGP store in 2001. His background in pharmaceuticals gave him unique insights into pricing disparities. Early challenges included…

2. Are generic drugs really as effective as branded ones?

Yes. The Philippine FDA requires generics to prove bioequivalence, meaning they deliver the same active ingredients at the same rate as branded drugs. The main differences are…

Conclusion

Benjamin Liuson’s journey as the owner of The Generics Pharmacy proves that businesses can thrive while serving a social mission. By making generic drugs mainstream, he didn’t just build a franchise empire—he helped rewrite the rules of Philippine healthcare.

If you take away one lesson from his story, let it be this: Solving real problems creates real value. Whether you’re an aspiring entrepreneur or a healthcare advocate, consider how you can apply Liuson’s principles of affordability, education, and scalability to your own endeavors.