Rx-To-OTC Switching Strategies: Lifecycle management and building brand equity in the US, EU and ROW

There is currently a growing interest in Rx-to-OTC switching which is being 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. The new report ?eRx-to-OTC Switching Strategies:Lifecycle management and building brand equity in the US,EU and ROW ?fprovides a detailed analysis of the current and future global environment for Rx-to-OTC switching.This report analyzes the key issues,markets,trends, prospective switch candidates and case studies outlining best practices, enabling you to develop effective strategies for lifecycle extension. What makes this report different to other Rx-to-OTC switching reports? This report draws heavily from a unique survey,interviews and detailed contributions from directors,senior managers and marketers of Rx medicines and OTC products at major and medium-sized manufacturers,Rx-to-OTC switching strategic consultants,academics,and experts at industry associations based in US,Europe and ROW.