Lipitor: Brand Profile

Cholesterol-reducing Lipitor is the world's most successful pharmaceutical product, and the biggest blockbuster in the portfolio of drugs giant Pfizer. At its peak in 2006 it accounted for more than a quarter of the group's annual sales, and around 40% of all prescriptions for lipid-lowering medications, more than twice as much as its closest rival. However its share has slipped since then as a result of the emergence of generic competitors. Nevertheless it remains a giant within the industry. Even after two years of decline, it remains the world's top-selling pharmaceutical by a considerable margin, and the only one ever to break through the $10bn sales barrier.

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