NEW YORK (AP) — New data show sales of cholesterol blockbuster Lipitor plunged by half barely a week after the world’s top-selling drug got its first U.S. generic competition.

That’s despite a very aggressive effort by Lipitor maker Pfizer Inc. to keep patients on its pill, which once generated sales of $13 billion a year. Pfizer has been contracting with insurance plans to subsidize both patient copayments and costs for insurers, to keep their costs at or below what generic Lipitor would cost.

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