You could make the case that the Epi-pen is just a form of marketing. As people have noted, the molecule is the same as other generic products, but the company

You could make the case that the Epi-pen is just a form of marketing. As people have noted, the molecule is the same as other generic products, but the company developed a device that delivers substantial benefits to the customers and makes their molecule more important. Absent a free market and financial incentives it is very likely that the standard of care would be clumsy syringes. I worked on a number of diabetes devices that greatly improved the quality of care for patients with diabetes and none would have been feasible as stand alone devices. They were marketing tools to make our test strips and insulins more attractive. It's easy to criticize marketing, but the field goes far beyond tv ads.