Prescription medications are expensive, and there is no getting around that fact. But as generic drugs become more available, the price to treat many serious disorders is dropping.

This is especially true in upstate New York, where studies are showing a rise in the number of doctors prescribing generic drugs in place of the pricier brands.

But at the same time, new, more expensive medications are hitting the market every day.

The two phenomena are examples of why people should ask their doctors and pharmacists about possible generic prescriptions before committing to a treatment, according to some experts.

“There are lower cost options and alternatives that can really make a difference in people's lives,” said Joel Owerbach, chief pharmacy officer for Excellus Blue Cross Blue Shield. “Our advice is to ask if a generic (drug) could be right for you.”

According to a study recently conducted by Excellus Blue Cross Blue Shield, the number of primary care physicians in upstate New York that have 70 percent of the medications they prescribe filled generically has doubled in the last year.

That's good news, Owerbach said, because when prescriptions are less expensive, people are more likely to have successful treatment. That can often lessen emergency room visits and quicker recovery, he said.

“It is about more than just saving money for individuals, it is about getting better care,” he said.

There is essentially no difference between the active ingredients in a generic drug and a brand name drug.

When a pharmaceutical company releases a new drug, the patent prevents other companies to distribute the same medication.

But when the patent runs out, it is open season on the chemical.

Generic versions are eventually created and released, which creates competition and brings down the price.

So why are doctors prescribing affordable drugs at higher rates in upstate New York? Owerbach said it has a lot to do with the type of prescription plans available in the region.

Benefit programs that include three-tier prescription plans have been popular in Western New York and the Finger Lakes region for years, he said. People who use such plans pay more out of their pockets for prescriptions.

That gives them an economic incentive to ask questions about affordable drugs, Owerbach said.

And while not every drug has a generic alternative, there are conditions that can be treated with many different kinds of medications.

Some of those medications do have generic equivalents, he said. And as patents for drugs that treat conditions like migraine headaches, high blood pressure and congestive heart failure expire in coming years, the number of generics available will continue to go up.

“This is one of the rare situations in health care where you get the savings up front,” Owerbach said. “And it can have longer term value and impact by lowering health care costs down the road.”