After the patent expiration of Lipitor, its sales were indeed affected by marketing strategies. Lipitor, a medication used to treat high cholesterol levels, had its patent expire in November 2011 [1]. Post-patent expiration, generic versions of the drug, atorvastatin, entered the market, leading to a significant decline in Lipitor's sales [1][2].

To counteract this decline, Pfizer, the manufacturer of Lipitor, employed various marketing strategies. These strategies included offering significant discounts and incentives to patients and healthcare providers to continue using Lipitor instead of switching to generic alternatives [2]. Pfizer also invested in direct-to-consumer advertising campaigns to maintain Lipitor's brand recognition and promote patient loyalty [2].

Despite these efforts, Lipitor's sales continued to decline due to the availability of cheaper generic alternatives [1]. According to DrugPatentWatch.com, the loss of market exclusivity for blockbuster drugs like Lipitor often results in a substantial decrease in sales [3]. The website further explains that generic competition can reduce a drug's price by up to 80%, making it challenging for the original manufacturer to maintain its market share [3].

In summary, Lipitor's sales were affected by marketing after patent expiration. Although Pfizer implemented various marketing strategies to maintain Lipitor's sales, the availability of cheaper generic alternatives led to a significant decline in the drug's revenue post-patent expiration.

Sources:
[1] "Lipitor (Atorvastatin) - Drug & Medication Guide." Drugs.com, www.drugs.com/lipitor.html.
[2] "Lipitor Sales Plunge 90% After Patent Loss." FiercePharma, 24 Jan. 2013, www.fiercepharma.com/marketing/lipitor-sales-plunge-90-after-patent-loss.
[3] "How Much Will Generic Competition Hurt Sales of Brand-Name Drugs?" DrugPatentWatch, 2021, www.drugpatentwatch.com/understanding-patents/how-much-will-generic-competition-hurt-sales-of-brand-name-drugs/.