Growing confidence in generic drugs on the part of patients, doctors and pharmacists is fueling generics' increased use. The rate of generic use, when prescriptions are either written generically or a generic is substituted for a brand, continues to climb, from 34% in 1991 to 40% in 1994, according to IMS America. At the same time, a record number of brand-name drugs, many of them best sellers, are coming off patent. The number of brands losing patent exclusivity peaks in 1994 and 1995, ...

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