Note “The Empire Plan Advanced Flexible Formulary rules allow for the plan to exclude a generic medication that is more expensive than its brand equivalent."
Sounds like AMRN decided to undercut the generic price going forward at least with this plan offered by CVS Caremark to force the substitution.
Will be interesting to see if this will be a pattern moving forward with other major pharmacies.
This way we aren't forced to market our own gV at this time (which for one can have negative impact with all our work going on in Europe right now) and still get the name "Vascepa" out there publicly to try and gain more name recognition over time and separate us from the generics.
Smart move by management IMO.
On the down side, it looks like we will be losing some of the revenue we would have received by selling Vascepa at the standard price.
I'd rather make a little less and have sold the bottle of Vascepa than have Hikma, Dr. Reddy, Apotex steal the script and make $O. Gross margin may go down but hopefully the bottom line will benefit as a numbers play. Time will tell.