TRENTON, N.J. — Pfizer Inc. says it will provide 70 of its most widely prescribed prescription drugs — including Lipitor and Viagra — for free to people who have lost their jobs and health insurance.

The world's biggest drugmaker said Thursday it will give away the medicines for up to a year to Americans who lost jobs since Jan. 1 and have been on the Pfizer drug for three months or more.

The announcement comes amid massive job losses caused by the recession and a campaign in Washington to rein in health care costs and extend coverage. The move could earn Pfizer some goodwill in that debate after long being a target of critics of drug industry prices and sales practices.

The program also likely will help keep those patients loyal to Pfizer brands.

"Everybody knows now a neighbor, a relative who has lost their job and is losing their insurance. People are definitely hurting out there," Jorge Puente, Pfizer's head of pharmaceuticals outside the United States and Europe and a champion of the project, said Wednesday. "Our aim is to help people bridge this point."

The idea for the program came just five weeks ago, at a leadership training meeting, as the workers discussed how many patients are struggling, Puente said.

He said he urged top management to approve the program, presenting a recent Associated Press article about how newly uninsured diabetics are suffering serious complications because they can no longer afford the medicines and testing supplies. Approval came quickly.

"It was my idea," he said. "I floated it, and the reception it got was so dramatic that it very quickly became our idea."

Colleagues suggested employees could donate to a fund to help support the effort, Puente said. He said some employees had tears in their eyes when discussing how they could help people who had lost jobs.

Officials for New York-based Pfizer said they don't know how much the program will cost and haven't put a cap on spending for it.

Applicants will have to sign a statement that they are suffering financial hardship and provide a "pink slip" or similar employer notice. Applications will be accepted through Dec. 31, with medication provided for up to 12 months after approval — or until the person becomes insured again.

Starting Thursday, patients can call a toll-free number, 866-706-2400, to sign up, and those whose drugs are not included in the program will be referred to other company aid programs. Starting July 1, patients can also apply through the Web site, www.PfizerHelpfulAnswers.com, which has information about the other Pfizer aid programs.

Pfizer and the rest of the drug industry are trying to have a voice in the debate over how to overhaul the U.S. health care system, partly by joining in a pledge this week to help hold down inflation of health costs.

"There's a long-term benefit there, beyond the goodwill and the publicity," said David Heupel, health care portfolio manager at Thrivent Large Cap Growth Fund. "Pfizer is trying to maintain their (market) share, if not grow their share" by keeping people from switching to generic versions of its drugs to save money.

"If you're already taking medication that's working, typically doctors don't push to change it," Heupel said.

Free meds

Pfizer's list of drugs that it will provide free to people who've already been taking them for three months who lose jobs and health insurance:

Accupril

Accuretic

Aldactazide

Aldactone

Antivert

Arthrotec

Azulfidine EN-Tabs

Azulfidine

Caduet

Calan SR

Calan

Cardura

Cardura XL

Caverject

Celebrex

Celontin

Chantix

Cleocin HCL

Cleocin Ped.

Cleocin Phosphate

Cleocin T

Colestid

Colestid Flav.

Cortef

Covera-HS

Cytotec

Daypro

Depo-Medrol

Depo-Provera

Depo-subQ Provera 104

Depo-Estriadol

Detrol

Detrol LA

Diflucan

Dilantin

Dilantin-125

Estring

Feldene

Flagyl

Geodon

Glucotrol

Glucotrol XL

Glynase PresTab

Glyset

Inspra

Lincocin

Lipitor

Lopid

Lyrica

Medrol

Mycobutin

Nardil

Navane

Neurontin

Nicotrol

Nitrostat

Norpace CR

Norpace

Norvasc

Ogen

Procardia XL

Procardia

Provera

Relpax

Synarel

Toviaz

Viagra

Vistaril

Xalatan

Zarontin

Zithromax

Zoloft