“(a) limiting the prices which may be charged by any manufacturer or supplier to whom the scheme relates for the supply of any health service medicines, or (b) limiting the profits which may accrue to any manufacturer or supplier …” 9. Profit control(chapters 10-17) took the form of an allowable return on capital from home sales of NHS medicines (chapter 11), subject to a margin of tolerance (chapter 12) and controls on allowable costs (chapters 14-16) and transfer pricing (chapter 17). 10. Price control…..took the form of a requirement on all companies with NHS home sales above£1 million p.a. to reduce by 4.5%, from1 October 1999 , the NHS list price of medicines covered by the Scheme (Chapter 18 and Annex C).Prices were then to remain unchanged at the level of the cut until1 January 2001 , after which Scheme members could apply for price increases under the rules in Chapter 19. 11. ……..Chapter 18 and Annex C required the 4.5% reduction to be achieved by reference only to list prices. The Department was well aware that manufacturers and suppliers conventionally give discounts on their sales to pharmacists; and that when selling to the hospital sector, they will often respond to invitations to tender for the supply of particular medicines at levels below list price. Chapter 18 (and Annex C) however took no account of discounts, or the level at which tenders were made. In calculating its 4.5% reduction, GSK claimed (and was given) credit only for reductions in the list price. MODULATION 12. The price reduction (Chapter 18) and price restraint (Chapter 19) provisions were moderated by the rules on modulation (Chapter 21). These rules allowed Scheme members to “modulate” individual list prices (i.e. to reduce them by an amount other than 4.5%, to leave them unchanged or, from 2001 only, to make limited increases) so long as list price reductions equating to an overall level of 4.5% were achieved. 13. Modulation mitigated the pain that would have been caused to the companies by a 4.5% across-the-board list price reduction, by allowing each company a degree of commercial flexibility. Thus, a company might choose to reduce the list price of a product by more than 4.5% in order to compete more effectively with: (a) parallel imports (i.e. its own medicines, imported from markets where they were on sale for a lower price); (b) competing branded products (within the same therapeutic class); or (c) generic products. Having “banked” a list price reduction of more than 4.5% on one product, the company was free to make a lesser reduction or no reduction at all on another product which was not subject to such keen competition (classically, a patented product in respect of which there was no branded or generic alternative). 14. The Administrative Court found in the BAEPD case that the power to modulate was regarded by the companies as a critical aspect of the PPRS 1999, and that the ABPI would probably not have agreed to a 4.5% list price cut if modulation had not been part of the deal. Modulation against parallel imports 15. One use of modulation is to help manufacturers of branded NHS medicines compete with shipments of their own products, brought in by parallel importers from other, lower-priced markets within the European Economic Area. Pharmaceutical prices are controlled in most European markets, sometimes by direct governmental decree. This opens the way for parallel traders (or arbitrageurs) to purchase the drug in a low-priced market (e.g. Spain) and re-sell it in the UK, often at a very great profit. 16. The BAEPD case was brought by parallel importers, who contended in essence that the modulation provisions were contrary to EC law because they were capable of being used only for the purposes of competing against (parallel) imports. Whilst that contention was rejected, it was not in dispute that the modulation provisions were capable of being used for that purpose, and that they were in fact so used. 17. By reducing the list price of a drug by more than 4.5%, to a level equal to or only slightly greater than the price of the parallel imports, the manufacturer could achieve the double benefit of: (a) safeguarding market share, at least in part, against parallel imports; and (b) “banking” a relatively large list price reduction, thus enabling smaller reductions than 4.5% to be made to the list prices of goods not subject to so much competition. Modulation against generics 18. As was found in the BAEPD case, parallel imports were not the only legitimate target for modulation. The Administrative Court dismissed the claim on the basis that in addition to the scope for modulation against parallel imports, “there is, in practice, material scope for the modulation provisions to operate against generic competition” (para 88), that modulation was also possible for other reasons and that the PPRS was accordingly not “targeted at parallel imports” (para 98). The Court of Appeal determined the appeal on other, shorter, grounds but did not dissent from these propositions. 19. The scope for modulation provisions to be used against generic competition may be explained as follows. When a branded product goes off-patent, it is liable to face competition from generic manufacturers of copy products. Generic manufacturers have in general not incurred significant research and development costs for their copy products. Their route to regulatory approval (the grant of a marketing authorisation) is also quicker and cheaper than is the case for an innovative manufacturer; and (save in the case of “branded generics”, referred to at chapter 7.5.1 of the PPRS 1999) they will not normally go to the expense of building a brand. For all these reasons, the generic product is liable to be priced well below the selling-price that the branded product was able to command whilst on patent. 20. When a prescription is written generically by referring to the active chemical compound rather than the brand name (in the example most relevant to this case, ranitidine rather than Zantac), it will be in a pharmacist’s interest to fulfil the prescription with the cheapest available product containing the active chemical compound, since the pharmacist will only be reimbursed by the NHS at a price that reflects the generic price (set out in the “drug tariff”). Normally this will be a generic product rather than a branded product such as Zantac. 21. If the branded manufacturer is to compete in the market for generic prescriptions, it must reduce the price of its product to a level at which the pharmacist can afford to prescribe it at the drug tariff price. Around the time that a branded product goes off-patent, therefore, branded manufacturers have a commercial interest in either reducing or discounting from their list price, in just the same way as they may have an interest from time to time in reducing their list price (or discounting from their list price) in order to compete with parallel imports. 22. The tendency of manufacturers to reduce the price of branded products which were about to go or had gone off-patent, in order to compete for generically-written prescriptions, was common knowledge, well understood by those who negotiated the PPRS 1999. For this reason, the PPRS 1999 imposed …. limits on what would otherwise have been the ability of branded manufacturers to achieve their target of an overall 4.5% reduction in list price by relying upon list price reductions that would have been made anyway because an off-patent product was becoming subject to generic competition. 23. In particular: (a) Chapter 21.3 provided: “Price reductions made on products where the patent or supplementary protection certificate expires after1 July 1999 and before1 January 2001 will not be allowed in calculations of modulations or overall adjustments made to achieve the price reduction.” (b) Chapter 21.7 (dealing with the position after1 January 2001 ) provided: “Scheme members will not be permitted to use price reductions that may be necessary as a result of patent or supplementary protection certificate expiry to justify a price increase on other products. Consequently scheme members will not be allowed to include in their modulation proposals price reductions made on products where the patent or supplementary protection certificate has expired within one year before, or will expire within two years after, the proposed date for modulation. Where a competitor product enters the market within two years of patent or supplementary protection certificate expiry, the exclusion period for modulation purposes will be extended to a maximum of 2 years from the market entry of the competitor product.” ……Chapter 21.3 prohibited any reliance for modulation purposes on reductions in the list price of products going off-patent during the first part of the Scheme. Chapter 21.7 prohibited reliance on list price reductions for a period that began 12 months prior to the product going off-patent, and ended between 2 and 4 years thereafter." “(a) limiting the prices which may be charged by any manufacturer or supplier to whom the scheme relates for the supply of any health service medicines, or (b) limiting the profits which may accrue to any manufacturer or supplier …”