Pfizer competing with generics

December 4, 2011 by coupondoc

Lipitor is so valuable that Pfizer is practically paying people to keep taking its blockbuster cholesterol medicine after generic competition hit the U.S. market last 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 lost patent protection Wednesday.

http://www.jacksonsun.com/article/20111204/BUSINESS/112040326

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