[womble]

I also have this problem - dependant on what else the patient is on it is soooo tempting to just let them know that we have to dispense generically if the GP prescribes generically - however those on many other items generate too much income to loose like that.
I have found one way to get GP support in prescribing more clearly is to copy a dispensed script and write beside the item on the copy the cheaper alternative with the cost saving worked out for the GP - they then soon start writing the cheaper alternative clearly to keep more money in their own pocket. After a while this makes the GP realise you are helping them out and they are more willing to come to the party and help you out with the few customers who 'need' the branded product.
I also worked for the company who pushed the Salamol brand - what a nightmare that was, and we lost a lot of prescriptions because of it!!