With its blockbuster cholesterol-fighting drug Lipitor going off-patent, Pfizer has launched an all-out price war against generics manufacturers to hang onto market share

In fact, you can now buy Lipitor for about 80% off its original cost Sales of Lipitor have averaged about $11 billion a year for Pfizer, roughly one-sixth of total sales — and last year peaked at a staggering $13 billion.

So it’s no wonder that Pfizer has an exhaustive plan to keep that lifeblood flowing to ensure that the 10 million or so patients currently on Lipitor stay on it.

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