Switching dosages and ingredients of prescription medicines to the over-the-counter market is not new. In the past 30 years, more than 70 switches have produced hundreds of brands competing in the consumer market, and the pace promises to accelerate.
Going OTC is one of a number of strategies marketers can use to extend the revenue life of their products. Appropriately coordinating the switch with patent expiry, creating coherent branding strategies, and knowing the clinical consumer climate are all factors in a successful switch.
This study, the third time Kalorama has looked at the market, examines the current environment for OTC switches and pegs the market size and growth and competitive market share for various segments through 2007, identifying likely and unlikely switches and their potential.