Pfizer and Insurers At Odds On Lipitor Marketing

Pfizer’s new coupon card enables insured patients to purchase Lipitor for as little as $4 (vs $150). Health insurance firms, pushing generics, get stung and get pissed. Matthew Herper in Forbes:

Pfizer counters that the point of the co-pay card is to help patients, who often opt for no treatment at all when faced with a high copayment. “Only half of patients with high cholesterol are treated, and a significant barrier to treatment is cost,” says Victor Clavelli, who leads the U.S. marketing team for Lipitor. “These co-pay cards are the best way for us to address that cost. We believe when used appropriately these cards can reduce under-treatment and the number of patients who are simply not treated at all.”


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