Novartis Looks To Emerging Markets, Diversification And Restructuring To Beat The Patent Cliff

BMI View: Uptake of generic drugs following patent expiry will become swifter. This trend will reduce costs for governments, out-of-pocket payers and insurance companies, which is increasingly important as developed states reform their healthcare systems over the medium term. Key obstacles include prescriber brand loyalty, pay-to-delay deals, the near universal unpopularity of commodity generics and a lack of perfect competition in the pharmaceutical

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