SOMETIMES THEY WORK JUST AS WELL. SOMETIMES THEY DON’T. USUALLY THEY’RE CHEAPER, BUT SOMETIMES THEY’RE NOT. Take the Generic, Patients Are Told. Until They Are Not. “Consumers have grown accustomed to being told by insurers — and middlemen known as pharmacy benefit managers — that they must give up their brand-name drugs in favor of cheaper generics. But some are finding the opposite is true, as pharmaceutical companies squeeze the last profits from products that are facing cheaper generic competition.”