Viagra goes generic: then what?

Jim Edwards asks a question that many Big Pharma watchers are asking, too: “What will happen when Viagra goes generic?”  The BNET pharmaceutical writer and former managing editor of Adweek offers this best guess in an AccessRx column:

“When the drug giant Pfizer loses its patent protection for its erectile dysfunction drug Viagra, any drug company will be able to make and sell a cheap generic version of the blockbuster drug. Doctors and lawyers believe that the expiration of Pfizer’s monopoly on the drug will be good news for patients, as it will force competition between Pfizer’s Viagra and the new generic versions, dramatically driving down the price not only of Viagra but also of Eli Lilly’s Cialis and Bayer’s Levitra.

“However, increased options and cheaper prices for patients will lead to some confusion in the marketplace as Pfizer defends the reputation of its original brand and pharmacies become flooded with copycat pills, many of which may be made in China Continue reading