Abstract
Industry evaluates candidates for prescription drug to OTC switch in very different ways. Basically we tend to look at the same variables from a marketing point of view, although we may adopt different tactics to varying degrees. New products can come from the traditional sources — new discoveries, new combinations, new claims, new dosage, and delivery forms to mention a few. New products can also come from having a new audience, new availability, and new awareness. In the Rx-OTC switch, the consumer audience has been added to the physician audience; the product has been made more available, and awareness has been increased by bringing the message directly to the consumer.
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