The New Generic-Drug Battle Front

The battle between over-the-counter generic and branded drugs is going from the pharmacy aisles to the Internet.

Recently, generic-drug specialist Perrigo announced a marketing campaign aimed at educating consumers and explaining the advantages that generic over-the-counter products have over their branded, more expensive counterparts. Will this strategy immediately grow the company's revenue? Conversely, does this spell doom for branded drugmakers such as Merck or Pfizer? Health-care analyst Max Macaluso discusses these topics in the following video.

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