There were several strengths and opportunities to Pfizer’s Lipitor strategic marketing that culminated as Lipitor becoming the market leader with 42% market share and $7.4B sales by 2002. At the time of Lipitor’s market entry, the cholesterol lowering statin drugs were limited with little consumer awareness about the risks of high cholesterol. In 1987, the first cholesterol-reducing drug, Mevacor, hit the market as the market pioneers to educate public of the dangers of high cholesterol. They also had to convince doctors that statins would extend their patients lives. The connection between high cholesterol and heart attacks increased and heart patients knew their cholesterol numbers and the public began to know the difference between HDL and LDL. There was an estimated one-third out of 52 million people with high cholesterol in the U.S. getting the medical attention they needed. This number would be growing as the baby
There were several strengths and opportunities to Pfizer’s Lipitor strategic marketing that culminated as Lipitor becoming the market leader with 42% market share and $7.4B sales by 2002. At the time of Lipitor’s market entry, the cholesterol lowering statin drugs were limited with little consumer awareness about the risks of high cholesterol. In 1987, the first cholesterol-reducing drug, Mevacor, hit the market as the market pioneers to educate public of the dangers of high cholesterol. They also had to convince doctors that statins would extend their patients lives. The connection between high cholesterol and heart attacks increased and heart patients knew their cholesterol numbers and the public began to know the difference between HDL and LDL. There was an estimated one-third out of 52 million people with high cholesterol in the U.S. getting the medical attention they needed. This number would be growing as the baby