GENERIC DRUGS: OPTIMIZING THE FUTURE REAPING THE FULL BENEFITS OF GENERIC UTILIZATION CHALLENGE In 2011, products with sales of more than $30 billion face generic competition as many major brand name drugs lose market exclusivity. However, the industry will face the full impact of patients shifting to lower- cost generics, as well as other brands in their therapy classes, in 2012. This is due to the timing and expected competitive intens

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