Biogenerics: Threat or Opportunity?

The EMEA's recommended approval of Novartis' generic growth hormone Omnitrop may pave the way for further biogeneric approvals in Europe. But high entry costs and questionable demand mean straight copies of biologics may not prove the most threatening to branded players/the most valuable market. The real battle will likely be around improved biologics: longer-lasting, safer and more efficacious versions. This widens the playing field, but places branded players with the advantage-for now.