Pfizer Bids Farewell to Lipitor – The Wall Street Journal.
May 10, 2012 Leave a comment
Pfizer Bids Farewell to Lipitor
http://online.wsj.com/article/SB10001424052702304543904577394263634380548.html
Farewell after all, Lipitor.
Pfizer Inc. PFE -0.54%conducted an intriguing experiment in brand marketing this year, aggressively pushing the cholesterol-fighting drug Lipitor in the U.S. even after its patent expired on Nov. 30.
But after spending more than $87 million promoting the medicine, the world’s biggest drug company is quietly giving up on its once-great cash cow for good because more generic versions will soon be going on sale.
Strategy Groove 