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Patent cliff prompts generics to rethink branding

Eileen McDermott, New York

As more blockbuster drugs tumble off the patent cliff this year, the generic industry is set to become more profitable than ever - but the spike in competition means generics may also have to become more brand-savvy

“In the last year I’ve seen a lot of generic companies seeking to sell their own brand outside of the house brand,” says Frances Jagla of Leydig Voit & Mayer. “The market research has said that patients actually prefer some...

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