The title alone tells me that this guy doesn't have a clue about economics.The title should say: Even as Prescription Drug Volume Stagnates, Because Prices Soar.
It could be the other way around.
Lots of companies raise prices as their volume stagnates. This can work in their favor because of inelastic demand. Doctors keep writing prescriptions as the price goes up. People don't drop cable right away if there is no alternative. As long as there are enough suckers to keep paying higher prices so that the total income is maximized, companies are not going to drop prices even if volume declines.