When Lipitor goes generic, its producer Pfizer Inc is planning to retain one-third of three million American citizens that take the drug.
Lipitor was deprived of its U.S. patent rights on Wednesday. On the basis of internal company research, it is predicted over one-third of patients who are presently using Lipitor would continue to use it. Pfizer is using unusual techniques to retain as many Lipitor recommendations as possible in the first 6 months of competition, when just 2 similar types will be available.
The chemical name of Lipitor is atorvastatin. After introduction of other generics, Pfizer intends to launch aggressive marketing plan. Watson Pharmaceuticals Inc will market an “authorized generic” type of Lipitor produced by Pfizer, with an expected 70% going to Pfizer. Watson Pharmaceuticals Inc has commenced delivering the pills.
The U.S. Food and Drug Department notified that it had authorized Indian firm, Ranbaxy Laboratories Ltd. for the generic version of Lipitor. Pfizer announced that it has reached agreements with pharmacy benefit managers (PBMs) as well as some health insurers which negotiate prices for health plans and companies.