How are medicines prescribed in the Netherlands?

If you live or have lived in the Netherlands, can you help me establish how medicines are prescribed over there?

I presume the doctors prescribe them to the patients, but as a patient, are you able to ask the doctor to prescribe another similar medicine (meaning change it)? Or ask a pharmacist to do it?

Also, do insurance companies have any say in it? For example in some countries generic drugs, must be prescribed if available, in other originals, etc. How is that sorted out in the Netherlands?

And are there any website’s where this is explained? Thank you!