35. On account of respondents' conduct as herein alleged, shoppers were deprived of the advantages of new competition from Geneva and other generic rivals. Without this lower-priced generic competition, shoppers, online pharmacy pharmacies, hospitals, insurers, wholesalers, authorities businesses, international pharmacy managed care organizations, and others were pressured to purchase Abbott's dearer Hytrin product. 36. Earlier entry of a generic terazosin HCL product would have had a big procompetitive affect within the relevant market. Pharmacists generally are permitted, and in some situations required, to substitute generic drugs for his or her branded counterparts, except the prescribing physician has directed that the branded product be dispensed. In addition, there's a prepared market for generic products because certain third-get together payers of prescription medication (e.g., managed care plans and Medicaid packages) encourage or insist on the usage of generic medicine wherever potential. A generic product can quickly and efficiently enter the marketplace at substantial discounts, generally resulting in a significant erosion of the branded drug's gross sales within the primary 12 months. pharmacies