There are no cheap, easy wins in the drug industry. Any new pharmaceutical requires a multi-phase clinical trial with hundreds or thousands of consented participants, takes about 10 years, and is usually built on the ashes of previous attempts that failed to prove efficacy. You can rest assured that plenty of money is being poured into going after big long term wins.
The pharmaceutical industry and the FDA cut a balance between rewarding the expensive development process and allowing generics to provide cheaper alternatives. The life of a drug patent is 20 years, which includes the ~10 years in clinical trials before it can go to market.
I think people underestimate how difficult and expensive it is to develop a drug and take it through clinical trials, or how easy it is to reverse engineer and manufacture it from the patent once it's been approved.