Often criticized for the high cost of their prescription drugs, the world's largest drugmaker - Pfizer - said it would give away up to a year's supply of medicine to Americans already taking the drugs that have been laid off. 70 popular drugs are covered by the program, including Viagra, Lipitor, and Celebrex, amongst others.

Anyone laid off since January 1 that has been on the drugs for at least three months is eligible.

The program will help keep those patients who've lost their jobs and healthcare coverage loyal to Pfizer brands.

David Heupel, a health care industry analyst, says:

"Pfizer is trying to maintain their (market) share, if not grow their share" by keeping struggling customers from switching to generic drugs."