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Whither Generics? Five Opinions

A few years ago, generics looked unstoppable; today, pricing's reached suicidal levels. As for generic substitution, patients would rather fight than switch.

As managed care made inroads in the American health care scene in the early 1990s, most everyone in the drug industry believed that generics would become a dominant force, with unstoppable growth. Everyone was wrong.

According to IMS America Ltd., only about 30% of all new prescriptions are filled generically—about the same as it was...

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