Montana ...IMHO it becomes a race to the bottom . Profits margins will be very tight or non existent unless AMRN dramatically cuts marketing expense. . If they cut marketing expense ...how do they build market .
The Epipen market was well established ....so cutting the price provided Mylan with a lot of free positive marketing . Priced low enough no need to switch .....and no more / very little marketing costs needed for their Epipen
If Vascepa was well established in the US and EU then the strategy might work ...but unfortunately that's not the case