|
|
 |
|
Viewing report
|
|
|
|
Rx to OTC Switching Frameworks for Winning Strategies
James Dudley Management, Dec 2008
There is a new and growing interest in Rx to OTC switching, driven by the success of major new ‘switches’, consumers taking greater interest in their health and stakeholders and governments actively encouraging self-medication to control costs. More importantly, the impending patents expiries of key products means that the pharmaceutical industry will need to look towards the OTC market for lifecycle extension and to protect revenues.
In order to implement a strategy for ‘Rx to OTC switching’ and plan a course of action, James Dudley has assessed the core elements required as well as giving real insights into ways of creating winning ‘switch’ strategies in the highly competitive consumer market place.
Executive Summary
Increasingly, prescription only drug manufacturers are exploring whether their pharmaceutical active ingredient has the ability to make an attractive consumer proposition by ‘switching’ to an OTC drug. In order to implement a strategy for ‘Rx to OTC switching’ and plan a course of action, James Dudley has assessed the core elements required as well as giving real insights into ways of creating winning ‘switch’ strategies in the highly competitive consumer market place.
By exploring prescription to OTC ‘switches’ as a viable option in brand lifecycle management, this study examines the important and unfolding themes that will present new opportunities and increase challenges for managers involved in ‘switch’ decisions. With impending patents expiries of key products, the pharmaceutical industry will need to look towards the OTC market for lifecycle extension and to protect revenues.
Increasingly, prescription only drug manufacturers are exploring whether their pharmaceutical active ingredient has the ability to make an attractive consumer proposition by ‘switching’ to an OTC drug. In order to implement a strategy for ‘Rx to OTC switching’ and plan a course of action, James Dudley has assessed the core elements required as well as giving real insights into ways of creating winning ‘switch’ strategies in the highly competitive consumer market place.
By exploring prescription to OTC ‘switches’ as a viable option in brand lifecycle management, this study examines the important and unfolding themes that will present new opportunities and increase challenges for managers involved in ‘switch’ decisions. With expiring patents of many key products, the pharmaceutical industry will need to look towards the OTC market for lifecycle extension and to protect revenues.
|
|
|
|
