TY - JOUR
T1 - The materiality of the brand
T2 - Form, function, and the pharmaceutical trademark
AU - Greene, Jeremy A.
N1 - Funding Information:
This research was supported by a Scholars’ Award from the STS program of the National Sciences Foundation (1265513), a NLM G13 award in support of scholarly works in biomedicine (5G13LM010890), and the Kauffman Foundation for Entrepreneurship Research.
PY - 2013/6
Y1 - 2013/6
N2 - This article narrates a late twentieth century controversy in American medicine over the clinical, public health, and financial value of 'look-alike drugs' a set of generic pharmaceuticals that imitated their brand-name counterparts down to exact parameters of size, shape, and color. At stake in these conflicts was the emerging landscape of market exclusivity for formerly innovative pharmaceuticals once their patent rights expired. After the patent, which qualities of a brand-name drug could still be considered to be private property, and which became part of the public commons? This dispute invoked thorny epistemological questions about pharmaceuticals as therapeutic technologies. Was the active pharmaceutical ingredient (API) the only public, knowable part of a drug, while other parts - binders, fillers, dyes, scores, and bevels - could be kept as trade secrets? Did these other physical parts of a pill bear some clinical function as well? Could the color of a capsule affect its therapeutic effects?.
AB - This article narrates a late twentieth century controversy in American medicine over the clinical, public health, and financial value of 'look-alike drugs' a set of generic pharmaceuticals that imitated their brand-name counterparts down to exact parameters of size, shape, and color. At stake in these conflicts was the emerging landscape of market exclusivity for formerly innovative pharmaceuticals once their patent rights expired. After the patent, which qualities of a brand-name drug could still be considered to be private property, and which became part of the public commons? This dispute invoked thorny epistemological questions about pharmaceuticals as therapeutic technologies. Was the active pharmaceutical ingredient (API) the only public, knowable part of a drug, while other parts - binders, fillers, dyes, scores, and bevels - could be kept as trade secrets? Did these other physical parts of a pill bear some clinical function as well? Could the color of a capsule affect its therapeutic effects?.
KW - drug industry
KW - history of medicine
KW - intellectual property
KW - marketing
KW - pharmaceuticals
KW - trademarks
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U2 - 10.1080/07341512.2013.827016
DO - 10.1080/07341512.2013.827016
M3 - Article
AN - SCOPUS:84888013468
SN - 0734-1512
VL - 29
SP - 210
EP - 226
JO - History and Technology
JF - History and Technology
IS - 2
ER -