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In this June 14, 2011 file photo, the drug Lipitor is displayed at Medco Health Solutions Inc., in Willingboro, N.J. Cholesterol blockbuster Lipitor is so valuable to Pfizer Inc. that the drug giant is practically paying people to keep taking it after generic rivals hit the U.S. market this week. Some patients won't even have the option to switch to the generic.

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Pfizer maneuvers to protect Lipitor from generics

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.

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