As Lipitor Goes Off Patent, What Will Happen to Price of Your Prescription?

The first generic version of the world’s top-selling drug, the cholesterol-lowering Lipitor, is due to come on the market Dec. 1. Drug market analysts have long speculated on the strategies its manufacturer, Pfizer, might use to hold on to at least some of the profits for a blockbuster drug that has earned up to $12 billion a year over the past 15 years. But even experts were taken aback by the scale and ingenuity of the Pfizer counter-attack against generic competition. The drugmaker has launched an unprecedented campaign to persuade patients to stay with Lipitor instead of switching to the generic, atorvastatin. … Read More…