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Bye Bye Lipitor: 2011 Presents A Big Opportunity For Generic Drugs

Executive Summary

For the generic drug industry, 2011 is just about utopia, while for brand drug makers it marks the end of an era. With Pfizer's blockbuster statin Lipitor (atorvastatin) – the world's top-selling drug with more than $11 billion in sales – expected to go generic in the U.S. in November, it marks a symbolic shift from the blockbuster primary care glory days of the late 1990s to the highly genericized, highly fragmented market of today.

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