Eli Lilly & Co./Daiichi Sankyo Co. Ltd.’s Effient (prasugrel) and AstraZeneca PLC’s Brilinta (ticagrelor) faced a formidable competitor when Bristol-Myers Squibb Co./Sanofi’s Plavix (clopidogrel) was still an exclusive brand. But now that generic versions of the market-leading clot-buster clopidogrel are available in the U.S. for about $1 per day, the two branded oral antiplatelet drugs will face an even harsher commercial environment as payers try to drive use of generics over brands.
The availability of generic Plavix could stunt Effient’s recent growth and halt Brilinta’s launch before it even starts. Multiple versions...