Lipitor Watch: Pfizer Hangs On To Share, But At What Cost?

As the world enters the seventh week of generic atorvastatin, Pfizer has clearly managed to hang on to more share for the brand than it would have under a more traditional, less aggressive strategy. But there was never anything traditional about Lipitor to begin with, so it remains an open question whether another brand firm could reproduce Pfizer’s success, or even its approach, in the face of an exclusivity loss.