Background The use of cheaper generic medicines is a strategy promoted in many countries to reduce rising health care costs.  The aim of this study was to explore factors affecting generic medicine prescribing by physicians in Basrah, Iraq.

Methodology A purposive sample of ten physicians practicing in Basrah was interviewed using a semi-structured interview guide.

Results Analysis of the interviews identified seven major themes: medicine prescribing practice, knowledge of therapeutic equivalency of generic medicine, patients’ acceptance of generic medicine, counterfeit medicine, drug information source and effect of drug advertising on medicines choice, brand substitution practice by community pharmacists, and, finally strategies to improve generic medicine usefulness. Participants identified helpful strategies to increase generic prescribing including; physician and patient education on generic medicine; persuading physicians about the safety and efficacy of generic medicines; and finally educating senior medical students on generic prescribing.

Conclusion The data suggest that participants were enthusiastic about prescribing generic medicines. However physicians insist that pharmacists should not be allowed to substitute generic drugs without prior approval of doctors.