Pfizer brings Lipitor brand to mobile app stores

With Pfizer's ($PFE) blockbuster heart drug Lipitor embattled with generic rivals, the U.S. drug giant has recently pulled an army of reps that were promoting the drug. Yet the company has decided to boost the profile of the cholesterol drug in the digital realm, partnering with EatingWell magazine on a Lipitor-branded mobile app that includes 200 heart-healthy recipes that complement treatment with Pfizer's pill. The release of the app--which is available on Apple's ($AAPL) App Store and Google's ($GOOG) Google Play for a variety of mobile devices--comes as mobile technology gains a greater footing in healthcare. Article