Lipitor: The Case of a Blockbuster Drug



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Code : BSM0002

Year :
2003

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment : Not Available

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Abstract: The major driver of the pharmaceutical industry is R&D. While research and innovation costs increase, companies are pressurised to improve their R&D productivity. To leverage on their investments and research capabilities, companies turn to mergers and acquisitions. But consolidation has always decelerated R&D productivity. The industry has become increasingly dependent on blockbuster drugs. Most blockbusters that emerged are cardiovascular drugs. Statins belong to this class. Lipitor, a statin, was discovered and developed by Warner Lambert and quickly became a blockbuster.

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Pedagogical Objectives:

  • To discuss the importance of blockbusters in today’s global pharma industry and how Lipitor emerged as a megabrand

    Keywords : Lipitor; R&D; Drug; Blockbuster; Zocor; Pfizer; Warner Lambert; Pharmaceutical industry; Food and Drug Administration; Innovation Management Case Study; Celebrex; Generics; Mergers and acquisitions; Atorvastatin; Patent; US pharma industry

    Contents :
    » The pursuit of blockbusters
    » The Discovery and Development of Lipitor Statins – A new Therapeutical Market
    » The Path to Market Success


    Case Introduction >>


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