Counter Measures: Switching from Rx to OTC


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Product Description

Switching products from prescription to nonprescription status can be a viable life-cycle management strategy, one that is expected to be used more frequently, albeit slowly, as patents expire and as pharmaceutical companies face increasing pricing pressures.
Consumers are increasingly comfortable managing their own healthcare. They want easy access to low-cost, effective, safe, and easy-to-get products, which has led to an increase in self-medication. Many of the off-the-shelf products that consumers are now using once had life as prescription brands…

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Experts on this topic
Laura Mahecha. Industry Manager, Healthcare, Kline & Company Inc., Little Falls, N.J.; Kline is an international management consulting and market-research firm. For more information, visit
Bill Martineau. Senior Healthcare Consultant, The Freedonia Group Inc., Cleveland; The Freedonia Group is an international business research company. For more information, visit
Amy Niemann. Senior VP, Proprietary Marketing, Barr Pharmaceuticals Inc., Woodcliff Lake, N.J.; Barr is a global specialty pharmaceutical company that operates in more than 30 countries worldwide and is engaged in the development, manufacture, and marketing of generic and proprietary pharmaceuticals, biopharmaceuticals, and active pharmaceutical ingredients. For more information, visit
Andy Tisman. Senior Principal, IMS Consumer Health, IMS Management Consulting, London; IMS’s team provides customized, strategic recommendations on bottom-line issues. For more information, visit
Michael White. President and Founder, PharmaKinnex Inc., East Brunswick, N.J.; PharmaKinnex is a marketing services company providing brand-specific, multichannel marketing and sales support to pharmaceutical companies. For more information, visit