While many top-market pills have gone off patent, the pharmaceutical industry still knows how to turn a profit
by MARTHA ROSENBERG
The blockbuster pill profit party is over for Big Pharma. Bestselling pills like Lipitor, Seroquel, Zyprexa, Singular and Concerta have gone off patent and sites which their ads sustained are withering on the vine. WebMD, for example, the voice of Pharma on the Web, with a former Pfizer exec serving as CEO, announced it would cut 250 positions in December.
But don’t worry, Wall Street. Pharma isn’t going to deliver disappointing earnings just because it has little or no new drugs coming online and has failed at the very reason for its existence. Here are six new Pharma marketing initiatives that are guaranteed to keep investor expectations high along with our insurance premiums. The secret? Recycling old and discredited drugs and marketing diseases to sell the few new ones.
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