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Is Lipitor Vulnerable?

Executive Summary

Given the strength of its competition, the success of {Lipitor} has been nothing short of spectacular--it's taking 25% of all new prescriptions. But one consumer research firm has found that patient satisfaction with the drug's price and efficacy trails that of other cholesterol-lowering drugs. Worse, from a marketing pointn of view, consumer awareness of the drug trails that of other drugs in the category.

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