1 How Pfizer Switched to a Direct-to-Pharmacy Model Without Interruption to Their Business The Challenge In July 2006 Pfizer had to recall 120,000 packs of Lipitor because a counterfeited version was detected bearing the same batch number as a legitimate batch of product. This prompted the company to provide a more secure method of supplying and distributing medicines. The challenge was to redesign the supply chain and create a direct-to-pha

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