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Did you consider keying everything off of active ingredients (instead of the famous brands)?

that's actually how we built the tool. the symptoms you select are each tied to active ingredients that they treat, and then we show you products (including generic/store brands) that contain those ingredients in the comparison table below. do you think this isn't coming across as we'd hoped?

If I go to http://www.iodine.com/cold-and-flu and click "Cough", I'm presented with a comparison of Delsym, Mucinex, etc. So the first thing I see is the brands. Then I can look down and see what those brands contain and the generics. But the brand is given prominence.

Putting it another way: I understood that you are indexing off of the active ingredients, I was wondering why you chose to emphasize the brand name products (or how intentional that was...).

fair enough! yeah as we've been playing with the design, the generics have moved around a bit. we're still playing, and we absolutely mean to stress generics. that said, from the user's perspective, the thing that's easiest to find on the store shelf is the brand-name product, and then look next to that on the shelf to find the generic equivalent.

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