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The Year Ahead For Generic Drugs: The Calm Before The Storm

Executive Summary

Several blockbuster drugs will face generic competition for the first time in 2010, but overall the year marks a reprieve for brand drug makers, one last chance to grip the ledge before tumbling over the patent cliff in 2011

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Bye Bye Lipitor: 2011 Presents A Big Opportunity For Generic Drugs

For the generic drug industry, 2011 is just about utopia, while for brand drug makers it marks the end of an era. With Pfizer's blockbuster statin Lipitor (atorvastatin) – the world's top-selling drug with more than $11 billion in sales – expected to go generic in the U.S. in November, it marks a symbolic shift from the blockbuster primary care glory days of the late 1990s to the highly genericized, highly fragmented market of today.

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With market-based fees and increased Medicaid rebates set to start several years before drug manufacturers will see any benefit of an expanded market from health care reform, consultants are suggesting several ways to counter the short-term negative effect on earnings, including continued cost-cutting and diversification

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