OBJECTIVES: To evaluate the association of entries of generics/product-line extensions and approval for clinical indications other than depression [such as generalized /social anxiety disorders (GAD/SAD)] with change in price-per-prescription of brand selective-serotonin-reuptake-inhibitors (SSRIs) in the Texas Medicaid program. METHODS: Utilization and expenditure variables from the Texas Medicaid summary database (1991-2009) were used. Price-per-prescription of a brand SSRI for a given quarter was calculated as total expenditure (amount reimbursed) divided by utilization (number of prescriptions dispensed). Two specifications of autoregressive models were used with log-transformed price-per-prescription of a brand SSRI as a ratio of current-to-previous quarter as the dependent variable. In the first specification, generic entry of a brand SSRI was indicated by a dummy variable. In the second specification, generic entry was measured by two continuous variables - time to generic entry and time after generic entry. In both specifications, each of the events indicating entries of generics/product-line extensions and approval for GAD and SAD were indicated by dummy variables. RESULTS: The entry of sertraline was found to be positively associated (p<0.05) with change in price-per-prescription in both specifications of the Paxil® model. Time to patent expiry was positively associated (p<0.001) with change in price-per-prescription in the Celexa® model. No other events were statistically significant. CONCLUSIONS: Entries of generics/product-line extensions and approval for new clinical indications were not associated with change in price-per-prescription for a majority of brand SSRIs. Promotional strategies indicating market entries of new product-line extensions and facets of usage other than depression may be useful in controlling the reimbursement of SSRI brands.