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Letter: Generic drugs give a kick up the backside

What you neglected to add, however, was what branded firms get out of the relationship. Put simply, they get a kick up the backside. Without generic competition, branded companies would not bother to innovate. The relationship is circular, as has been pointed out many times by, among others, Dr Daniel ...

 

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Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.