SPOTLIGHT: Pfizer, GSK hike prices to boost sales

Pfizer and GlaxoSmithKline boosted wholesale drug prices by about 9 percent on their 10 best-sellers last year. These price increases come as both companies brace for generic competition for blockbuster meds. But the strategy could easily backfire; ye olde supply and demand theory says higher prices leads to lower demand. And as we've seen, payers fed up with ever-rising healthcare costs are likely to push back against sticker shock. Article