Patent cliff prompts generics to rethink branding
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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