How Pfizer Is Protecting The World's Most Commercially Successful Medicine

BMI View: US sales of Lipitor (atorvastatin) will drop by less than expected following patent expiry. This is due to the many franchise preservation strategies employed by Pfizer, namely direct-to-consumer distribution, lower pricing, negotiation with intermediaries, aggressive competitive positioning, development of fixed-dose combinations and enhancement of the medicine's brand. We accordingly expect other multinational companies to employ some or all of these tactics following the end of intellectual property protection for their leading medicines.

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