Losing a patent challenge lets a generic competitor grab market share and slash branded profits. Sound scary? Ignoring authorized generics is worse. Oct 1, 2005 By:Gregory Glass, Christopher J. Worrell
No brand manufacturers plan to market generic versions of their own product, at least not until the patent expires. And why would they? As long as the branded version enjoys patent protection, marketing a cut-rate product would eat away profit margin during the years when a drug makes the most money.