Comments on: How Brand-Name Drugmakers Fight Generics http://www.pharmalot.com/2010/07/how-brand-name-drugmakers-fight-generics/ News, Comment and Conversation Fri, 10 Feb 2012 18:20:30 +0000 http://wordpress.org/?v=2.6.2 By: pharmavet http://www.pharmalot.com/2010/07/how-brand-name-drugmakers-fight-generics/#comment-513894 pharmavet Fri, 23 Jul 2010 18:12:50 +0000 http://www.pharmalot.com/?p=25067#comment-513894 Rich is right. In the eyes of the payers these days, new and improved does NOT mean a) can be taken BID vs TID, b) can be taken with or without meals, c) is 5% more bioavailable, allowing for a lower dose, d) something marketed as XL, XR CR, ER SR vs good old-fashioned IR, e) something wrapped in a nice foil blister rather than a bottle, f) two off patent Rx drugs marketed as a "combo pack" and called something new. The fact that 63% of marketers see this as a viable strategy to fight generics as well as fighting therapeutic substitution shows that there is a larger deficit in innovation than I had previosly thought. Rich is right. In the eyes of the payers these days, new and improved does NOT mean a) can be taken BID vs TID, b) can be taken with or without meals, c) is 5% more bioavailable, allowing for a lower dose, d) something marketed as XL, XR CR, ER SR vs good old-fashioned IR, e) something wrapped in a nice foil blister rather than a bottle, f) two off patent Rx drugs marketed as a “combo pack” and called something new.

The fact that 63% of marketers see this as a viable strategy to fight generics as well as fighting therapeutic substitution shows that there is a larger deficit in innovation than I had previosly thought.

]]> By: Rich Meyer http://www.pharmalot.com/2010/07/how-brand-name-drugmakers-fight-generics/#comment-513712 Rich Meyer Thu, 22 Jul 2010 15:41:01 +0000 http://www.pharmalot.com/?p=25067#comment-513712 The problem with the strategy of new and improved is that insurers are saying "you had better prove that new formulations have better patient outcomes over generics" before allowing patients to take the new branded medications. The problem with the strategy of new and improved is that insurers are saying “you had better prove that new formulations have better patient outcomes over generics” before allowing patients to take the new branded medications.

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