The over-the-counter drug market is expected to nearly double in sales from 1990 to 2000, attributed primarily to a growing product class: prescription drugs that are “switched” to over-the-counter status. The author presents a framework in which to compare and contrast switch drugs with prescription and over-the-counter drugs by evaluating them in light of health and safety, economic, consumer behavior, and marketing considerations. She also addresses the general policy implications and marketing communications considerations for switch drugs in light of their relationship to consumer choice and vulnerable market segments such as the elderly and children. Finally, given the limited attention to switch drugs in previous marketing literature, the author provides research directions in which academicians could contribute to policy related to this product category.
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