Generic Entry, Reformulations and Promotion of SSRIs in the US

Haiden Huskamp (), Julie Donohue, Catherine Koss, Ernst Berndt and Richard Frank

PharmacoEconomics, 2008, vol. 26, issue 7, 603-616

Abstract: The introduction of new product formulations appears to be a common strategy for attempting to extend market exclusivity for medications facing impending generic entry. Manufacturers who introduced a reformulation before generic entry shifted most promotion dollars from the original brand to the reformulation long before generic entry, and in some cases manufacturers appeared to target a particular promotion type for a given indication. Given the significant impact that pharmaceutical promotion has on demand for prescription drugs in the US, these findings have important implications for prescription drug spending and public health. Copyright Adis Data Information BV 2008

Date: 2008
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DOI: 10.2165/00019053-200826070-00007

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