How Pharma Can Cope with Consumerism

Consumer-directed health plans have been less a boon for the drug industry than pharma executives expected because consumers, responsible for more of their own costs, are buying generics when they can and skimping on therapeutic regimens. Drug companies will have no choice but to reduce prices to patients in these plans--but should provide the discounts in return for greater adherence, which could to a large degree offset the revenue losses.