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Plavix Takes A Final Bow, But Will It Go Gracefully?

 
• By Jessica Merrill

Generic versions of Bristol-Myers Squibb/Sanofi’s blockbuster clot-buster clopidogrel launched in the U.S. May 17, but the companies are helping some patients continue on the brand by covering the high out-of-pocket costs. Following Pfizer’s success retaining share of Lipitor, industry is paying close attention to brand retention programs.

Generic versions of Bristol-Myers Squibb Co./Sanofi’s blockbuster clot-buster Plavix (clopidogrel) launched in the U.S. May 17. Generic Plavix has made it to the market before, but this time, the sponsors will not get a legal reprieve.

Thus, the launch of generics marks the end of one of the most successful drug brands in history, with U.S. sales of Plavix reaching $6.67 billion in 2011

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