Drugmakers see innovation justifying further price rises

By Deena Beasley SAN FRANCISCO, Jan 17 (Reuters) - As U.S. consumers are asked to shoulder more prescription drug costs, drugmakers say prices for brand-name medicines will keep rising, mainly because use of their products reduces other healthcare costs. Switzerland-based Roche Holding AG has a growth rate above the industry average due to its "high-quality" products that command "better prices, with fewer price cuts," Chief Financial Officer, Alan Hippe said, speaking at the annual JP M