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Pharma and Healthcare Reform

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The Pharmaceutical industry has played a large role in American business, society and culture for many years. On March 23, 2010, President Obama signed legislation to approve the Affordable Care Act which overhauls and re-establishes America’s healthcare system. Obama’s reform seeks to provide insurance to more than 30 million Americans who have do not have insurance or were previously denied coverage. This reform will provide opportunities for many industries but specifically, the pharmaceutical industry will see much growth. However, one must look at the effect on brand-name and generic drug manufacturers individually to fully understand the ramifications.
Overall, healthcare reform is a large growth opportunity for the pharmaceutical industry and research shows a great deal of support for the legislation. In 2009, pharmaceutical interests spent $188 million lobbying for this healthcare reform and are projected to see a $30 billion net gain over the next 10 years. With the help of the Affordable Care Act, pharmaceutical companies have an opportunity to expand their customer base by over 30 million people but the ones paying for the prescriptions will begin to change from healthcare providers and patients to insurers and managed programs (insurance companies and government programs). Due to this change, the payers will become more cost-conscious in order to sustain continued affordability, thereby relying more on generic drugs than before.
The pharmaceutical industry is made up of brand-name manufacturers (Phizer) and generic drug manufacturers (Teva) each with their own strategy and tactics. Generic drug companies develop their products to be cost-conscious alternatives to brand-name drugs. Once a drug has been introduced into the market, generic drug companies develop their product to be offered when the brand-name drug’s patent expires (typically 20

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