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FEASTERVILLE, Pa.-- With Lipitor's formulary access constricting due to generic competition and looming patent expiration, Pfizer aims to extend the health of its flagship cholesterol reducer with an aggressive promotional regimen rivaling that of a new drug in its launch phase. During the first half of 2007 Lipitor was the most-promoted drug to leading pharmacy executives, according to Cognet~X's PAR-Rx (Promotional Assessment Research) Report[TM]. At the center of this effort is Pfizer's strategy to maintain, and in some cases regain, "preferred" access to Lipitor for millions of Americans whose drug coverage is controlled by a managed care plan's formulary. prevacid drug reps prevacid instant savings card walgreens prevacid nexium better prevacid side