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Published on .

Ad spending was the not the barometer for success for anti-cholesterol drugs. The entire category worked hard to make Lipitor No. 1.

prescriptions sales rep

dispensed spending ad spending ad spending

Brand Jan.-Nov. '98 Jan.-Nov. '98 Jan.-Nov. '98 Jan.-Dec.'99

Lipitor 22 53 6.36 0

Zocor 16 39 39.20 45.5

Pravachol 11 41 59.20 66.5

Source: Prescriptions and sales rep spending from IMS Health; Advertisers

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