Is Mylan getting a taste of its own medicine?
Health insurance giant Cigna announced this week it's dropping coverage for name brand $600 EpiPens, just as drugstore chain CVS nearly halved the price of a rival epinephrine autoinjector, Adrenaclick, to $109.
"It is positive news for our customers," said Cigna spokeswoman Karen Eldred in a statement. "The generic version, available now in pharmacies, has the same drug formulation and device functionality as the branded medication, but at a substantial cost savings."
More from NBC News:
Meanwhile, CVS "recognized that there was an urgent need in the marketplace for a less expensive epinephrine auto-injector for patients with life-threatening allergies," said Helena Foulkes, President of CVS Pharmacy.
One consumer rights watchdog said the moves were "a start," that would give confidence to competitors and insurance companies to put more pricing pressure on EpiPen maker Mylan.
"CVS and Cigna are looking through the aggressive marketing tactics and asking why it's worth it to pay twice for the same product," said Peter Maybarduk, director of the Access to Medicines group for Public Citizen.
"We need a lot more action and we need legislative action against price spikes," he told NBC News, noting it was common industry practice for drug companies to raise prices 10 percent annually.