Lipitor, a drug used to treat high cholesterol, experienced a significant impact on its post-patent sales due to its marketing strategies. Before its patent expiration in 2011, Lipitor was one of the best-selling drugs in the world, generating billions in revenue for its manufacturer, Pfizer [1].

To maintain its market share after the patent expiration, Pfizer employed several marketing strategies. One of the key strategies was to offer significant discounts and rebates to patients and insurers, making Lipitor more cost-effective than its generic competitors [1]. This approach helped Pfizer to retain a significant portion of Lipitor's market share even after the patent expiration.

Another marketing strategy used by Pfizer was to launch a direct-to-consumer advertising campaign, highlighting the benefits of Lipitor over its generic counterparts [1]. This campaign aimed to create brand loyalty and differentiate Lipitor from its competitors. By emphasizing the importance of sticking with a proven medication, Pfizer was able to maintain a strong presence in the market.

Additionally, Pfizer entered into partnerships with generic manufacturers to produce authorized generic versions of Lipitor [1]. This strategy allowed Pfizer to continue to profit from the drug, even after the patent expiration. Moreover, it prevented a sudden drop in sales that typically occurs when a drug loses its patent protection.

In conclusion, Lipitor's post-patent sales were significantly impacted by Pfizer's marketing strategies. By offering discounts, rebates, and direct-to-consumer advertising, Pfizer was able to maintain a strong market presence for Lipitor, even after the patent expiration. Furthermore, partnerships with generic manufacturers helped Pfizer to continue to profit from the drug, preventing a sharp decline in sales [1].

Sources:
[1] DrugPatentWatch. "Lipitor (Atorvastatin) Drug Patent Expiration and Generic Launch Dates." DrugPatentWatch, 2022, <https://www.drugpatentwatch.com/drugs/lipitor>.