Abstract
In 2006, Pfizer' s Lipitor (atorvastatin) generated global revenues of $13.6bn,
making it the best selling drug in pharmaceutical history. The blockbuster
medicine has single-handedly driven the overall revenue margins of the
cardiovascular segment, as this area continues to dominate the pharmaceutical
market. Despite the maturing status of Lipitor, the drug has repeatedly
maintained steady growth over the past 5 years, crowding out the yearly
revenues of other lipid-regulating blockbuster drugs: Merck& Co' s Zocor and
Zetia, Astrazeneca' s Crestor, Abbott' s Tricor and Bristol Myers Squibb' s
Pravacol.
However, as Lipitor' s blockbuster revenue is seriously threatened by imminent
patent expiration in some of the drug' s largest markets such as the US, Japan
and the UK, there is significant unrest between Pfizer' s key stakeholders
about the future of the drug. Principally, amongst the heightened Lipitor
topics are the imminent exposure of the $1 billion annual drug sales or more,
as well as the fast expanding generic market in which India' s Ranbaxy is a
dominant force.
What questions does the report answer?
- Has the success of Pfizer' s Lipitor been overstated?
- Did Pfizer create a monster in Lipitor?
- Have Lipitor sales redefined the bounds that pharmaceutical margins can
now reach?
- How imminent is Lipitor patent expiration?
- Which key markets will suffer the consequence of Lipitor expiry?
- Is Ranbaxy ready for generic Lipitor?
- Do the fast developing markets, CEE and the Latin America segment hold the
key to future sales after Lipitor' s patent expiration?
- Is Lipitor a victim of the struggling Blockbuster Model?
- What is next for Lipitor?
- Do the fast developing markets, CEE and Latin America segment hold the key
to future sales after Lipitor' s patent expiration?
- Is Lipitor, a victim of the struggling Blockbuster Model?
- What is next for Lipitor?
As Pfizer' s Lipitor struggles to fend off the immediate entry of Ranbaxy' s
generic Lipitor, in key markets, the legal challenges surrounding the number
one drug have set a new benchmark for pharmaceutical companies protecting
branded products. Industry observers including Visiongain predicts that
Pfizer' s crises are far from over, as the high revenue streams of Lipitor will
experience significant challenges before the commencement of the next decade.
Moreover, Pfizer' s lack of success to replace Lipitor with Torcetrapib has
escalated the company' s near-term battles besides the ever-tighter regulatory
hurdles, reduced R&D efficiency and increased competition, creating formidable
therapeutic challenges as healthcare payers influence pricing. Nevertheless,
there are strong drivers of growth including unmet therapeutic needs, the
rising incidence of multiple diseases, ageing populations, the rising living
standards and fast-developing geographical markets. The future of Lipitor is
therefore vitally important to Pfizer, especially in this uncertain period of
economic changes and pressures.
This report includes detailed five-year forecasts over the period 2008-2013,
and NOW features 10 and 15-year forecasts to help you understand the
medium-term prospects for these markets.
Why You Must Buy This Report:
This unique in-depth management report examines the future prospects for
Lipitor from 2008-2023. It delivers direct to you future sales forecasts for
leading Lipitor in all seven major markets (7MM). This detailed report
highlights the most compelling must know issues- Lipitor' s patent contention
by Pfizer in both 7MM and other markets in order to block Ranbaxy' s immediate
penetration of generic Lipitor. In light of healthcare drug bills increasing
exponentially, generic Lipitor will be welcomed by managed care organisations
(MCO) and further widen the generic revenue margins, visiongain concludes.
This report also tackles Lipitor' s significant developments, potential
opportunities on the market and important contemporary matters, especially
commercial drivers and restraints.
Unique benefits to you when you order this report:
- Primary research throughout: you will not find this information anywhere
else
- Full searchable report when you buy the company or corporate editions
- Easily downloadable copies of the report available for offline reading
- The report is filled with detailed charts, analysis, figures, graphs and
tables
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