Generics may still account for the majority of U.S. prescriptions, but they no longer guarantee attractive economics. Aggressive competition and steady price declines have eroded profitability in traditional molecules, turning much of the segment into a high-volume, low-margin exercise. The challenge is less about demand and more about monetization.To preserve returns, drugmakers are migrating toward areas where scientific complexity acts as a moat. Complex generics, specialty injectables and biosimilars pr ...