Abstract
Overview
Introduction
With the growing cost of developing novel drugs, combined with the fact that
fewer such drugs are gaining regulatory approval, the use of lifecycle
management is playing an ever-more important role in the increasingly
cost-conscious pharma industry. Rx-to-OTC switching is one such strategy
employed to either enhance existing franchise revenues or protect branded
revenues from generic competition.
Scope
- Overview of the Rx-to-OTC strategy, analyzing why, when, where, what and
how to implement such a switch strategy
- Identification of drivers and resistors of Rx-to-OTC switching across the
seven major pharmaceutical markets
- Case study analysis of the most recent Rx-to-OTC switches
Report Highlights
For Rx-to-OTC switches to succeed, there needs to sufficient differentiation
between the existing Rx drug and the new OTC product. However, differentiation
must meet a genuine unmet need. Differentiation for the sake of it is unlikely
to produce a winning Rx-to-OTC switch strategy.
The volume of the OTC market is declining in the majority of the seven major
markets. If this trend continues, it will not only impact the profits of OTC
manufacturers, but also national cost-containment measures to reduce
ever-escalating healthcare costs.
At present, Rx-to-OTC switches in the five major EU markets are decided at a
national level. However, despite ongoing discussions, there are numerous
barriers to harmonized EU Rx-to-OTC switches. Consequently, it is unlikely
that in the EU harmonization will happen at least in the foreseeable future.
Reasons to Purchase
- Identify the recent trends in the Rx-to-OTC market, including which are
the most popular OTC indications, and who is implementing Rx-to-OTC switches
- Gain insight into the drivers and resistors of implementing Rx-to-OTC
switches across the seven major markets
- Recommendations on how to maximize the commercial success of an Rx-to-OTC
switch
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