Some companies are moving into branded generics as a short-term tactic to make up for revenue shortfalls and capture near-term growth in emerging markets, Mr. Gal said.
But as government health care programs and health insurers in emerging markets develop further, consumers could be encouraged or required to switch from midpriced branded generics to low-cost no-name generics, he said. He estimated that it would take at least a decade for that to happen."
- por um lado, a aproveitar este mercado temporário dos genéricos nos países emergentes; e
- por outro lado, a tentar copiar a Procter & Gamble, confiando a investigação de novas moléculas a pequenas empresas, a quem depois compram e patenteiam com muito menos risco as moléculas mais promissoras.