The battle between over-the-counter generic and branded drugs is going from the pharmacy aisles to the Internet.

Recently, generic-drug specialist Perrigo (NYSE:PRGO) announced a marketing campaign aimed at educating consumers and explaining the advantages that generic over-the-counter products have over their branded, more expensive counterparts. Will this strategy immediately grow the company's revenue? Conversely, does this spell doom for branded drugmakers such as Merck (NYSE:MRK) orĀ Pfizer? Health-care analyst Max Macaluso discusses these topics in the following video.