Pfizer seeks continued Lipitor preferred standing as generic competition increases

FEASTERVILLE, Pa. Pfizer is committed to keeping Lipitor as a “preferred” drug on American drug plans. With that in mind, the company is going to use an aggressive promotional program rivaling that of a new drug during its launch phase.

Pfizer is offering more flexible contracts and rebate programs to get Lipitor back into the preferred side of health care companies’ drug lists. Lipitor does, though, have extensive competition with drugs like generic Zocor (simvastatin), Crestor and Vytorin.

"Managed markets access and reimbursement are critical to every brand’s success, and Pfizer seems aggressively committed to keeping Lipitor’s market share healthy for as long as possible in the product’s life cycle," said Sharon Bender, Executive Director, Strategic Initiatives at Cognet~X, publishers of the PAR-Rx Report.