Watson Pharmaceuticals Inc. began selling a generic version of Pfizer Inc.'s blockbuster cholesterol-lowering pill Lipitor in the U.S. on Wednesday, marking the long-awaited loss of U.S. market exclusivity for the world's top-selling drug.Although Pfizer plans to squeeze more sales out of Lipitor through aggressive marketing in the near term, generic competition will significantly erode sales of the brand-name drug and increase pressure on Pfizer to bring new products to market. To that end, the company has had some victories recently, including the launch of cancer drug Xalkori earlier this year.
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