(no subject)

So this is something I don't quite get. Big pharma companies are taking a lot of hits when their drugs lose exclusivity and generics for their drugs go on the market. Because generics are cheaper, and most insurance companies will only pay for the cheapest option, and most people only want to pay for the cheapest option. So why aren't big pharmas lowering the price for their brand-name drugs when generics become available? Or why aren't they making a second version of the drug themselves, calling it generic, and slapping a lower price tag on it? They could make up for the lower price with the greater quantity sold. *shrug*