Pfizer's Lipitor patent cliff (2011)
Pfizer's cholesterol drug Lipitor, then the best-selling medicine ever at over $9 billion a year, lost U.S. patent protection. Generic copies flooded in within weeks. Pfizer's revenue dropped sharply and it spent years restructuring and buying replacements.
Lipitor sales collapsed as cheaper generics took the market almost immediately.
The episode became the textbook case of a patent cliff and pushed drugmakers to plan replacements years ahead.
GSK faces its own cliff in 2028 as its $5.65 billion HIV franchise loses protection. The Nuvalent deal is GSK trying to line up replacement revenue before that drop hits.
