Bob Hoffman, Chief Commercial Officer of U.S. Generics at Lupin Pharmaceuticals, was introduced as the incoming AAM Board Chair at ACCESS! 2026 in Miami, succeeding Keren Haruvi. With more than 34 years of experience in the generic pharmaceutical industry and a deep history of service to AAM, Hoffman brings both operational expertise and a personal commitment to expanding patient access to affordable medicines.
A Career Built in Generics
Hoffman’s career is inseparable from the story of American generics. He joined Lupin in 2005 and was instrumental in building the company’s U.S. generics business from the ground up, helping to establish it as one of the most recognized names in the market. Before Lupin, he held roles at Pliva, Lek, Takeda, and Schein Pharmaceutical, giving him a panoramic view of the industry across manufacturers of all sizes and business models. He holds a bachelor’s degree in management and marketing from Augustana College and has been a fixture of the generics medicine community for decades.
From Vice Chair to the Top Seat
Hoffman is no stranger to AAM’s boardroom. He served two terms as Vice Chair, earning a reputation as a consensus-builder and a steady, collaborative voice during a period of significant industry change. Outgoing Chair Keren Haruvi praised Hoffman’s leadership, noting his ability to bring people together around shared goals and his tireless advocacy on behalf of the generics sector. His elevation to the chairmanship reflects both the trust of his peers and his readiness to guide the organization through the challenges ahead.
A Vision Rooted in Fundamentals
In his inaugural remarks at ACCESS! 2026, Hoffman struck a tone that was both grounded and forward-looking. Drawing on a team sport metaphor, he emphasized that sustained success comes from mastering the fundamentals – discipline, execution, and trust. He called on AAM member companies to recommit to the principles that have made the generics industry a cornerstone of American healthcare: fierce competition, real access, and long-term sustainability.
Hoffman also spoke directly to the policy environment, stressing the importance of preserving the integrity of the Hatch-Waxman framework that underpins generic competition in the United States. He acknowledged the very real threats facing manufacturers – from pricing pressures and supply chain disruptions to regulatory complexity – but framed them as challenges the industry is equipped to meet, provided it acts with unity and urgency.
Shared Responsibility, Shared Success
Perhaps most notably, Hoffman emphasized that the work of expanding access to affordable medicines is not the job of any single company or leader – it is a shared responsibility across the entire AAM membership. He called for deeper engagement from member companies, stronger collaboration between industry and policymakers, and a renewed commitment to telling the generics story in ways that resonate with patients, prescribers, and elected officials alike.
The AAM board of director’s has entered a new and critical chapter and, with Hoffman at the helm, stands ready to champion the medicines that allow America’s patients to thrive.
