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Generics in Italy: Angelini's Positioning Play

Generics, whose only marketable differentiation is that they can sell for lower prices, had no place in this world. Nonetheless, Italy too has recognized the importance of cutting its drug budget and will likely encourage generic prescribing.

For most of Europe, generic drugs have hardly been worth thinking about. Reimbursement systems set single prices for any chemical entity, branded or otherwise. Generics, whose only marketable differentiation is that they can sell for lower prices, had no place in this world.

Until, that is, countries like Germany and the UK recognized the cost savings generics could bring to their drug budgets....

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