Pfizer maneuvers to protect Lipitor from generics

Lipitor is so valuable that Pfizer is practically paying people to keep taking its blockbuster cholesterol medicine after generic competition hits the U.S. market this week. Pfizer has devised discounts and incentives for patients, insurers and companies that process prescriptions that will, at least for the next six months, make the brand name drug about as cheap as or cheaper than the generics. Pfizer also has spent tens of millions of dollars this year on marketing to keep patients on Lipitor, which loses patent protection Wednesday. Normally when a drug’s patent ends, generic rivals grab nearly all its market share in a year or less, and the original maker quietly shifts focus to its newer products. … Read More…