After years of dominance and exuberant profits reducing our fatty hearts and extending millions of lives, heavy weight Lipitor is hanging in the towel after a last attempt to hold onto its crown. Each category has its own uniqueness with regards the validity and relevance of brands and generics are too cheap for the once mighty Lipitor to appeal to health plans and retain patient/doctor loyalty.
As Peter Drucker wisely summed up, competitive differentiation is based on a low price play e.g, Walmart or competitive positioning i.e. brand. In an over burdened healthcare market, price wins.