Top executives from Eli Lilly and Co (LLY.N), Merck & Co (MRK.N) and Biogen Inc (BIIB.O) said in interviews with Reuters this week that the media focus on retail, or “list prices,” for branded medications is misplaced. Turing Pharmaceuticals raised the price of a generic anti-infective drug called Daraprim by 5,000 percent, and the larger Valeant Pharmaceuticals International (VRX.N) raised the price on a heart drug Isuprel by more than 200 percent. The largest drugmakers quickly portrayed those cases as outliers.