Bullish or bearish when drug companies drastically cut prices?

Sanofi cuts list price on Lantus insulin by 78% in the U.S.

Something like this is great to hear, but what is the logic by the firm ? Firm would not chop prices to undermine itself unless forced by outside force like a govt. Do they expect to make up the different by increased volume? I admit it's in poor taste to discuss public health and money, but for education sake, is this bearish or bullish?