Drug: Lipitor
Company: Pfizer
Total spend Q1, 2012: $44.5 million
Total spend Q1, 2011: $71.9 million
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Lipitor lost patent protection in November, and while the company made some efforts to hold onto market share, it is clear from the reduced ad spend numbers that Lipitor has also lost its luster for Pfizer ($PFE). The company has been quietly winding down its marketing of the cholesterol fighter as generics makers have stripped it of sales. In the first quarter, Lipitor not only lost its hold on first place as the top selling drug--that honor went to Bristol-Myers Squibb's ($BMY) Plavix--it fell all the way to 14th place with $841 million in sales, surpassed even by its own generic copycats, which brought in $950 million.

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