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<p>This undated photo provided by by Watson Pharmaceuticals Inc., shows Atorvastatin Calcium tablets, or generic Lipitor, which is being sold under a deal with Pfizer. Cholesterol blockbuster Lipitor is so valuable to its maker that Pfizer Inc. is practically paying people to keep taking it after generic rivals hit the U.S. market this week. The drug giant is even ensuring many of the 3 million Americans taking Lipitor can't switch to the generic.(AP Photo/Watson Pharmaceuticals Inc., Bill Gallery)</p>

<p>This undated photo provided by by Watson Pharmaceuticals Inc., shows Atorvastatin Calcium tablets, or generic Lipitor, which is being sold under a deal with Pfizer. Cholesterol blockbuster Lipitor is so valuable to its maker that Pfizer Inc. is practically paying people to keep taking it after generic rivals hit the U.S. market this week. The drug giant is even ensuring many of the 3 million Americans taking Lipitor can't switch to the generic.(AP Photo/Watson Pharm…

November 30, 2011

Stories this photo appears in:

Pfizer maneuvers to protect Lipitor from generics
November 30, 2011 8:15 p.m.

Pfizer maneuvers to protect Lipitor from generics

TRENTON, N.J. - Lipitor is so valuable that Pfizer is practically paying people to keep taking its blockbuster cholesterol medicine after generic competition hits the U.S. market this week.