With patents on 20 of the top-selling prescription drugs expiring within 14 months, generic versions will siphon $255 billion in annual sales from pharma companies.
Braced for impact, Big Pharma is innovating PR plans to create "community" and build brand and buzz in new ways, proving there is PR life beyond the blockbuster.
In fact, despite big headlines, the recycled "expiring patents" story isn't exactly breaking news.
"We know years in advance before a patent ...