Lipitor's revenue trends before vs after patent expiry?

Lipitor's U.S. sales peaked at about $12.8 billion in 2006 before its patent protection ended in November 2011.

How quickly did sales fall after the patent expired?
Within the first quarter after generic atorvastatin entered, branded Lipitor revenue dropped by more than 90 percent. Pfizer retained only a modest authorized-generic share, so annual U.S. sales fell to roughly $1 billion in 2012 and continued to decline thereafter.

What happened to overall company revenue?
Pfizer's total pharmaceutical revenue, which had been supported heavily by Lipitor, declined from $51.2 billion in 2011 to $47.3 billion in 2012. The company offset some of the loss through cost cuts and new product launches, but the drop was still the largest single-product revenue cliff in its recent history.

Did Pfizer use any strategies to slow the decline?
Pfizer offered a co-pay card that capped patient out-of-pocket costs at $4 for branded Lipitor, hoping to retain insured patients. It also launched an authorized generic through Watson Pharmaceuticals. Neither tactic prevented the steep post-expiry slide.

How did the generic market evolve?
Multiple generic manufacturers received final FDA approval on the first day of patent expiry, producing immediate price competition. Average retail prices for generic atorvastatin fell below $20 per month within months, compared with more than $150 for the brand.

When did exclusivity end globally?
Most major markets followed the U.S. timeline. European patents expired between 2011 and 2012, and key Asian markets saw generic entry within a year of the U.S. loss.

How do later sales compare with pre-expiry levels?
By 2015, worldwide branded Lipitor revenue had fallen below $2 billion annually, a fraction of its 2006 peak. Generic atorvastatin now accounts for virtually all current use, generating only modest revenue for Pfizer through its authorized-generic arrangement.