For the last year, Pfizer has been laying the groundwork to combat the looming competition against Lipitor, forging deals with insurers, pharmacy benefit managers and patients to meet or beat the price of its generic replacements.
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Lipitor, made by Pfizer, was the first drug to exceed $10 billion a year in sales.
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Bill Gallery/Watson Pharmaceuticals, via Associated Press
A generic version of Lipitor, or atorvastatin, made by Watson Pharmaceuticals of New Jersey, one of two generic rivals.
As it loses its patent for Lipitor, the top-selling cholesterol drug, on Wednesday, Pfizer is completing relationships and shoring up discounts — like a reduced co-payment of $4 a month versus the $10 customers would pay for many generic prescriptions.



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