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For Effient And Brilinta, A Formidable Competitor Grows More So

 
• By Jessica Merrill

Plavix was a tough competitor before it went generic; now that cheap versions of the clot-buster are available, the market will prove even more challenging for the remaining branded antiplatelet drugs.

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 of Plavix, which is used for acute coronary syndrome patients,...

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